CreekBed is a tool. It manages version control and provides an efficient way for users to take advantage of revision tracking. It is a useful tool. It empowers its users to evolve their codebases in a responsible manner. Its users are both multifarious and generally satisfied. I maintain it. Customers buy it and use it.

That is all that should happen.

In a perfect world, that would be true of all software and software companies. But, especially in the last 2 decades or so, this has not been the case. VC culture, the omnipresence of SaaS // subscription models, social media, and a litany of other, often unseen, forces have driven a wedge between what a software company should do and what modern companies have become. Every app has to do everything, every company has to be a platform, and every product has to be a service. And Heaven forbid you want to actually own software you buy - that pipe dream set sail a long time ago.

Creekbed the product is a reliable, powerful, and useful tool for developers. The company though, is a response to the current state of software products. We are built to prove that running a moral, ethical, customer-aligned software company is possible today. Then, we intend to set the standard for others to follow.

What is going wrong?

Calling modern companies "unethical" and "immoral" may have been overly pungent on my end, I've worked with many great people in the industry, and I know the vast majority of people want to do the right thing. The issue though - and I think many people feel this, even if they don't articulate it - is that the systems and goals that govern this industry have become misaligned with the needs of developers and users alike.

I already mentioned VC culture, but I think it is worth expanding on. Software shouldn't be different than any other product in a market. As such, it's development and sale should look like this: