Essay · 8 min · May 29, 2026
The CFO is starting to suspect.
They optimized the wrong variable. They are not wrong.
By Garth House
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus
non massa nec ipsum tincidunt feugiat. The unhappy path is where the work, and
the fee, actually lives. This is placeholder copy — replace via wp-admin.
Garth House
Principal · Wax Plum · 17 yrs in SEO, two in alchemy