Milligan wrote:One thing that perhaps "bothers" me a bit is seeing 3+ YouTube coffee influencers all put out a video at the same time about a product. It makes it obvious that an embargo was imposed and the three personalities were coordinated directly by the producer of the product. It isn't at the same level as car reviewers that fawn over a new vehicle after being wined and dined by the manufacturer at some exotic location but it does mean producers are pulling the strings in a way and directing the "conversation."

This is because the companies view reviewers as a route to market and make them sign contracts...I know because I have been asked before and refused. I want to be free to say what I want, when I want and if I want. I won't even sign non disclosure when doing engineering reviews of prototype product that are only for the manufacturer. If they don't like it, they're not paying me so they can do one as far as I am concerned. This is because if I signed it, I would be precluded from saying anything. Which is a problem If I have a valid reason to express an opinion. I also don't make any money/a living from my activities, or have monetised channels, so I don't really care.

One case in point...I am looking at a new product (not out yet) which I believe should be configured and marketed a particular way, the manufacturer doesn't agree with me yet. When it does launch, I will make it my business to make a video that's absolutely clear on the way I think it should be set up, used and why. I couldn't do this under an NDA.

I was sent a Black Bianca by Lelit...(I already have 2, it was a present for all the free technical assist I gave them with development of various machines), I didn't even ask for it! They sent me a contract, there are 2 contracts they use. Mine only said, if I did make publish video, or publish photos, they would appreciate permission to use them. This was sent AFTER I got the machine and they took great pains to make clear that this was not the contract where I was mandated to make "publicity". Now I do actually intend to make a video, but not the "hey like and subscribe is this the best machine ever, join my patreon type". I want to make a how I set my V3 Bianca up, why and some hints and tips on using it. Mainly because the influencers didn't do a very good job of explaining features. I just thought I would wait for the dust to settle and to see if any of them would do a deeper dive...they haven't. I got this Black Bianca last November. I had the V3 Bianca just over a year before they launched it to look at, feedback and of course keep quiet.

I also have a SCACE II now and my recommended settings (which became the factory settings), were based on my 20 year old temp measuring device, which was SCACE II like. It was all done on the prototype Bianca V1, so I do need to recheck my work. Then contact them if there is an update to the best factory settings.

I don't publish many videos these days, but when I do, I do it purely to help the owners of various machines and give them the ability to peer over my shoulder, see the real experience in a real kitchen with no polish and few edits. Or just video when I am at coffee expos (I know, I need a much better smartphone). I certainly don't do any of it for free machines, or money, I have so many I don't know where to put them all....I keep them, because manufacturers do come back to me with questions. I've usually got 2 or 3 prototypes/pre production coffee things on the go at any one time.

My view on influencers (in general, not all) is they are an advertising route to market, like a butterfly moving from product to product and spreading sweet Nectar. I'm not sure they give enough information for a considered buying decision, but they do play a role in bringing new products to the markets attention. I don't believe many have the time or finances to go deeply into a product, as revenue is dependent on new videos of new products being put out very regularly. Stop publishing and your forgotten.

It's why I stopped reviewing many years ago...I prefer the deep dive, feeding back to the manufacturer (sometimes it's not easy for them to read) and seeing better products incorporating my ideas come to market....really not enough time to make videos. It's the part of the hobby I find most interesting though and has allowed me to meet a lot of people in different countries.

Someone said about all the reviews from many influencers always being good, which actually doesn't matter. When it's all good nothings good, or bad. Treat it like walking round a car showroom and you won't go far wrong, they are just information on what's new in the market. The reviewers actually don't care if you buy it or not, or what you buy, they care about clicks and engagement.

I personally don't care what machines people buy as I've input on so many, many people have something I have worked on. I suppose sometimes I get a bit disappointed if people don't value some of the ideas that have been incorporated over the years, unless of course the problem it's solved is now invisible to them. ECM Puristika being a case in point. I had a solution to a problem, they forgot to implement when testing the prototype. Only the first customers would have been aware...many will now be using the machine with my solution and never even realise it's there . My favourite thing....working on new machines, grinders etc.. before they even go to CAD!!!