By examining the pioneering work of early net critic Geert Lovink and the influencer-style approach of internet theorist Joshua Citarella, as well as the practices of Alex Quicho and Sophie Public, Morgane Billuart delves into the diverse strategies internet researchers adopt to share their work and sustain their careers in today's era defined by the attention economy. Charting the rise of subscription-based platforms and the increasing importance of engagement-driven metrics, she uncovers the tension between intellectual critique and the pressures of commodification. Thus Becoming the Product investigates the future of critical internet research and the sustainability of critical thinking in the digital age.