The key to identifying data-rich markets is to study the flow of data. The publishing industry is a prime opportunity for all of society to benefit. I have to be careful here. Making the claim that "all" of society will benefit is quite a claim. Intellectually honest thought leaders who desire to produce quality material will thrive if the flow of data to the consumer is optimized. Once received, this consumption, which I refer to as "sip", (within in the ontology of planksip®) is of knowledge. Knowledge for knowledge's sake is its own reward. Max Planck pursued a career in Physics despite being warned by his doctoral advisor that all the mysteries of physics were already solved by Newton and the canon Classical Mechanics. We all know what happened next. Following Physics for its own edification was the motivating motivator behind the Einsteinian paradigm shift. Maximizing the comprehension of thought leaders is the mission of planksip® and the path to prosperity for all of society.