One more thought: I WOULD agree with your assessment that many "famous" cookiers don't sell their cookies. However, I would not agree with the suggestion that they did this with some mercenary intent to build a brand and make "big" bucks at the expense of beginner cookiers. Many started out not really selling much . . . SweetAmbs primarily started with YouTube videos; Callye of Sweet Sugarbelle focused much of her time on her blog (which got the attention of American Crafts who then partnered with her on products); Georganne Bell of Lilaloa was known most for her blog and has migrated into products too; etc. Honestly, I don't think any of them (I know I didn't) ever started out with a calculated decision that not selling cookies would make them more money. I think they just genuinely gravitated toward what they enjoyed doing (writing or teaching via video), did that thing extraordinarily well, and that success led them to other opportunities - i.e., bigger companies knocking on their doors (or emailing them ) about partnership opportunities.