More from Tim Porter:

Mossberg says he’s doing low-tech videos to go with his columns. No production values, he says, no editing, but a recent one gets 60,000 plays. He’s astonished, but Diller’s not. “You are the production value, he tells Mossberg. His point: Name matters, content matters, brand matters. Everything else is frosting.

I disagree that name and brand matter all that much.  It might help, but it doesn’t matter.  Just look at all of the non-brand, non-name lo-tech stuff on YouTube that gets way more than 60,000 plays.