Easy Digital Downloads, Awesome Motive, and the benefit of the doubt

Easy Digital Downloads was recently acquired by Awesome Motive as part of their acquisition of all the Sandhills Development WordPress plugins.

EDD, created and led by Pippin Williamson, had a history of not pushing their other products aggressively with in-dash notifications and upsells. Awesome Motive—developers of OptinMonster, MonsterInsights, WPForms, and more—have used in-dash notifications and upsells more often.

So when a friend mentioned on a group Slack that there were new banners in EDD that upsell extensions and cross-promote AffiliateWP, everyone in the Slack assumed this was added by Awesome Motive to quickly monetize their new acquisition. It made sense—it’s something that a marketer would do. It fit.

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A banner added to Easy Digital Downloads…before Awesome Motive acquired it.

Except we were wrong. The change was made in Easy Digital Downloads 4 months ago, well before Awesome Motive purchased EDD.

It’s hard to adjust to new ownership. It’s easy to assume changes are made motivated by greed or malice. It’s tempting to point and holler without knowing the facts. But that’s not fair.

Pippin and the team at EDD set a high bar for integrity. I hope and expect Awesome Motive to maintain that integrity. If they don’t, I will no longer use their products.

Pippin trusted Awesome Motive to be good stewards of his product line, so I’m going to give them the benefit of the doubt. Until proven otherwsie, I will assume that their motives are indeed awesome.

By Zack Katz

Zack Katz is the founder of GravityKit and TrustedLogin. He lives in Leverett, Massachusetts with his wife Juniper.