John Gruber with a very thoughtful piece regarding Substack over at Daring Fireball:

What I object to isn’t their laissez faire approach to who they allow to publish on their platform, but rather how they present all publications. People do call the publications on Substack “Substacks”. And Substack publications do all look the same, most of them right down to that telltale serif typeface, Spectral which is kerned so loosely it looks like teeth in need of orthodontia. It’s not an ugly font, per se, but it is very distinctive, which contributes, I think significantly, to the blurring of the branding line between Substack publications as discrete standalone independent entities or as mere sections under “Substack” as an umbrella publication.

Substack, very deliberately, has from the get-go tried to have it both ways. They say that publications on their platform are independent voices and brands. But they present them all as parts of Substack. They all look alike, and they all look like “Substack”. I really don’t get why any writer trying to establish themselves independently would farm out their own brand this way. It’s the illusion of independence.

One of the first questions I get asked by investors or others about Air Mail is: why didn’t you just use Substack. The above is one of the main reasons why I made that choice. Creating an independent site that looks like every other publication is a really poor way to create your voice and brand online.