In the current situation, companies own the content. This is what we call “centralized ownership”. Due to YOUR’s innovative technology, it is not the companies but the creators who own the content they have created. Not only has the way of content ownership changed, but also the way of rewarding. Normally, the company will walk away with the profits. However, YOUR allows creators to build a passive recurring revenue stream out of their work. Every time the content is bought by a company, the creator will be rewarded.