#as ever

This dude is her main investor:

But he doesn’t have much money anymore and wants these guys to help invest:

So imagine this: you're Megan Markle, waking up in your Montecito mansion, birds chirping, sun shining, and suddenly—boom—your phone is blowing up. And not in a good way. The internet is already buzzing with whispers that Jessica Mulroney, your ex ride-or-die, has a memoir leaking left, right, and center. And it's not just some fluffy friendship tribute. No, it's loaded with receipts, secrets, and behind-the-scenes drama so raw, it makes the Oprah interview look like a fairy tale bedtime story.

Now, here's where it gets wild. This isn’t just some bitter ex-friend trying to stir the pot. Jessica was in the trenches with Megan. Wedding planning? She ran point. Late-night calls during royal breakdowns? She picked up. Family drama, career pivots, palace politics—Jessica was there for all of it. She didn’t just witness the story, she lived it alongside Megan. And now, it seems she's ready to cash in on every private detail she ever held back.

Word is Jessica's upcoming book Behind the Veil: My Story of Megan and Me is basically a landmine of voice recordings, screenshots, text messages, even summaries of phone calls—the kind of stuff that can't be denied or spun with a PR statement. And if early leaks are even halfway accurate, this book isn’t just painting Megan in a bad light. It’s detonating every inch of the carefully managed public image she spent years crafting.

Let’s talk about the Netflix deal, because that's where things really get ugly. You know the official version: Harry and Megan, cut off by the Palace, struggling financially, striking a deal with Netflix to survive, to tell their story, to reclaim their narrative. But according to people close to Jessica's team, the real story was way more strategic—way more calculated. And Megan? She allegedly had the whole thing mapped out before she and Harry ever walked away from royal duties.

Sources say Jessica has messages showing Megan discussing the Netflix opportunity months before the “we were left with nothing” story went public. Negotiations were allegedly already in motion, with Megan reportedly planning how to use Palace drama to create binge-worthy content. Not just reacting to media pressure—engineering it. Talking about which controversies to prolong, which relationships to highlight or ice out. All for maximum attention. Strategic pain for strategic gain.

And then there’s the real bombshell. Jessica might have proof that Megan was guiding Harry’s memoir Spare from the shadows. Not just suggesting ideas, but actually plotting out which family members should be spotlighted and how certain moments from Harry’s past should be reframed. Late-night brainstorming sessions, according to insiders, where Megan allegedly coached him on what would sting the most, what would get the headlines, what would get the clicks.

The allegations go so far as to suggest that Megan essentially ghostwrote emotional beats of the memoir by manipulating Harry’s grief over Princess Diana—steering him into framing parallels between their struggles for maximum impact. If even half of that is true, the idea of Harry being the lone, brave truth-teller kind of starts to unravel. And Jessica apparently has documentation to support every piece of it.

That’s what’s got Megan freaking out. Because if these leaks are accurate, it’s not just about Jessica being a backstabber. It’s about Megan being exposed as the one pulling the strings behind the biggest royal media storm of the decade. And that’s only scratching the surface—because the real panic is still coming.

What Jessica allegedly has next could destroy not just Megan’s reputation, but everything she built post-royal life. And that includes the people closest to her—especially the one she married.

The most chilling part of this unfolding disaster is the alleged existence of what insiders are calling Megan’s revenge list. According to sources familiar with Jessica’s book, there are claims that Megan didn’t just harbor resentment toward certain royals—she tracked it. Like, literally kept notes on every slight, every insult, every person who ever crossed her or questioned her. Not just venting to a friend—plotting.

Apparently, Jessica has evidence that Megan kept a digital archive: emails, text logs, even recorded voice memos about how and when she’d strike back at each name on that list. And we’re not talking about some late-night emotional rants. Insiders say this was calculated media strategy: a step-by-step breakdown of how to leak stories, when to grant interviews, and how to control public sympathy by weaponizing pain at just the right time.

Jessica reportedly outlines how Megan discussed orchestrating public moments—interviews, Netflix drops, podcast soundbites—to directly damage certain royals. Allegedly, she even rehearsed phrasing to make the impact more surgical. If true, it paints a picture of someone playing chess with people’s reputations while projecting innocence on camera.

The book supposedly doesn’t stop there. Sources say Jessica includes accounts of Megan secretly recording conversations with key members of the royal family and palace staff without their knowledge. Conversations where Megan allegedly baited people into saying controversial things—then stored the recordings away like ammo. She knew exactly what she was doing, insiders claim: creating future leverage, building a media arsenal.

Then there’s the incident that supposedly ended their friendship for good: the 2020 racism controversy involving Jessica and lifestyle blogger Sasha Exeter. Publicly, Megan stayed silent. But behind the scenes? Jessica’s memoir allegedly tells a very different story.

According to early reports, Jessica tried to reach out to Megan multiple times—calls, messages, even handwritten letters pleading for support. She wanted her best friend to back her up, to help explain the situation, to just be there the way she always had been for Megan. But Megan, sources claim, ghosted her. Cut her off completely. Even worse, Jessica apparently alleges that Megan saw the situation not as a tragedy, but as an opportunity. An easy way to distance herself from someone who had become a liability—someone who knew too much.

Insiders say Jessica believed Megan allowed her to burn so she could walk away unscathed. Clean. Like a rebrand. Megan got to emerge from the ashes with a new image: principled, progressive, unshakable. And Jessica? Just collateral damage.

But here’s where it gets really messy. The leaks suggest Jessica has receipts showing that Megan not only abandoned her, but privately agreed with her version of events. Messages that showed Megan acknowledging Jessica’s side, sympathizing with her—then going completely silent when the backlash hit. It wasn’t just betrayal. It was cold, calculated self-preservation.

And the internet noticed. The moment rumors of the leak started spreading, fans began spotting something strange. Old social media posts, photos, and interviews involving Jessica were vanishing. Royal watchers documented how Megan began scrubbing her Instagram, deleting traces of their friendship like it never happened. Vacation pictures—gone. Birthday tributes—wiped. Public mentions—quietly removed.

The erasure was so fast and so thorough that it actually drew more attention to the story, making it seem like Megan had something to hide. That purge alone raised eyebrows. Why go full scorched earth unless you’re trying to erase the existence of someone who now has the power to wreck your life?

Media analysts are already calling it a PR disaster—a panic move that backfired completely. And according to insiders, even Megan’s own legal team warned her not to do it. But she did. And now, it might be too late to undo the damage. Because Jessica hasn’t just written a memoir—she’s apparently built a time bomb.

The heart of this entire nightmare is Jessica Mulroney’s book Behind the Veil: My Story of Megan and Me. According to publishing insiders, it’s not just a memoir. It’s a full-scale exposé, loaded with names, dates, screenshots, and recordings that paint Meghan Markle as a master manipulator who used people like chess pieces in a game of personal empire-building.

“With the rush of the holiday season behind us, we look ahead with an intention to begin the new year at a gentler pace. Making space for moments that matter” - As Ever, Meghan

Remember this, from 18-Feb-2025?

"The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. In two weeks, my show is coming out, which I’m so excited for - and also my business, which I think there has been a lot of curiosity about. Last year, I had thought ‘American Riviera, that sounds like such a great name.' It’s my neighbourhood (it’s a nickname for Santa Barbara) but it limited me to things that were just manufactured and grown in this area.  Then Netflix came on, not just as my partner in the show, but as my partner in my business; which was huge. So, I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022*, and this is the moment, and it’s called As Ever," -* Erin Hill & Janine Henni, People.com, 18th Feb 2025

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No one has ever dug into why Markle didn’t use the “As ever” trademark for her Netflix show, when she “already” had it in the bag.  Well, I got sidetracked when looking at dates for another post and I went down the rabbit hole.  Looking at the timeline of Markle’s US trademark applications, I was shocked to realise that she had torpedoed this golden opportunity, right from the get-go.

The short version of this post, is that Netflix wanted to use Markle’s show and products, to test the “Netflix House” concept, to the max - even though Markle has never created anything and knows as much about business, as she does ironing.  Markle had the “As ever” trademark approved, prior to filming (but not in 2022, tsk, tsk) and therefore could have used it for the Netflix show; but she didn’t use it.  Instead, she CHOSE to prat around for a YEAR, trying to get ARO trademarked.  When that was shut down by USPTO, she had to pivot back to “As ever”, sharpish.  That original choice had knock-on effects that made it impossible for her show and products to have the same branding, or for them to appear in the Netflix Houses.  “Great female founder”, my arse.  This was a massive blunder, of her own creation!

There's nothing new in this post, but this is my deconstruction of the Netflix / As ever / WLM saga and how it all panned out, given the evidence that’s in the public domain (and my own experience).  Please see the full (detailed) timeline, at the end of this post, to refresh your memory.

I’ve gone for a narrative approach because some of this needs careful explanation, so apologies; this is a long one.  Go get a cup of honey-enhanced "As ever" hibiscus tea, or whatever your preferred beverage is.... and I’ll begin.

As always, I have no inside information.  This is all my opinion.  Please do your own research.

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NETFLIX HOUSE

Netflix have realised that they are near saturation with respect to their user base; the days of easy customer growth are numbered.  Meaning…. that they will stagnate, if they don't change their business model.  Stagnation is the first step toward decline, so they want to introduce a new model - the Netflix House.

The Netflix Houses are a concept which will create immersive experiences around the best shows and then sell the show merch in the physical shops.  In tandem with this, they want to create content with aggressive merching built-in; not just product placement in programmes and not just merch, after the fact.  They want hard sell.

The Netflix House looks like a hi-tech funhouse-cum-circus-cum-theatre-cum-amusement park.  The promo video gave me IKEA vibes, because the place is HUGE and confusing - I'd hate to be a fire warden in there!

Here's one of the experience "rooms": NF Experience

 ....and here's the shop that Markle *could* have sold her goods in: NF Shop

...and here's the drone video: https://www.youtube.com/watch?v=Wq5AwfxynS8

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NETFLIX HOUSE AND MARKLE

Now, we know that Ted Sarandos (at least, at some point) saw Markle as a “rockstar” who could “sell anything”.  Markle was meant to be a test case for this concept - both "experience" and merch - in the Netflix House:

Netflix House… venues will integrate multiple aspects of the entertainment experience, including… a curated selection of show-related merchandise, including the launch of American Riviera Orchard products, a lifestyle brand associated with Meghan Markle. https://www.experienceuk.org, 27-02-2025 

And for those wondering when As Ever will go from concept to cart, the wait won’t be too long. The first product drop is expected around March 4, coinciding with the highly anticipated release of her new Netflix series, With Love, Meghan ….. The streaming giant, now a partner in the brand, will also showcase As Ever products at Netflix House… Grazia (meghan-markle-brand-as-ever) 

Netflix, seemingly, wanted a brand-new show, to fully test the "House" concept.  They wanted to test both a product and experience-based show. They couldn't use a celebrity with established merch and IP contracts and a complete unknown would have been a gamble. Giving Markle a lifestyle show was (on paper) a perfect move to test the water; she had good name recognition, without any merchandise associated with her "brand".  Theoretically - if Markle was at all likeable - she was a good candidate to make this concept work.  Sarandos probably did think she was likeable; she’s nice to CEOs.

The first Netflix House was due to open in November 2025, but obviously an enormous amount of design and testing was needed, in order to stage great experiences, with maximum engagement.  The concepts, detailed designs, planning, fabrication, fitting and testing, all took time.  My guess, is that the timeline for Meghan’s lifestyle show was driven by that November 2025 opening date - hence the filming of it in April to July of 2024.  They wanted the first series to air in early 2025, for the brand to gain momentum and for it to then be included in the "Netflix House", later that year.

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STRIKE #1: THE PROBLEM - IT'S ALL IN A NAME (missed deliverable - the brand name) 

Look at the timeline.  28‑Feb‑2024, the (very comprehensive) "As ever" trademark 97631821 was given its “notification to publish”, (albeit without clothing).  This means it had passed all the technical hurdles and it would be published in the Trademark Official Gazette.  Subject to a 30-day public challenge period (following publication), the trademark should be granted (“allowed”).  Historically, only 2% - 3% of trademarks that reach this stage are challenged, with less than half being successful.

What this means, is that Markle could have been confidently negotiating “As ever” product deals from 01‑Mar‑2024.  She could have placed her own "As ever" branded cookware in her Netflix show "With Love Meghan", when it started recording later that year.  In fact, she could have called the series "As ever”, or “As ever, Meghan". 

Markle could have delivered to Netflix a fully trademarked, coherently branded, lifestyle show and product line, in good time for it to be included in the “Netflix House” project…. but she didn’t.

Given the Netflix deadlines and the effort required to secure a new trademark, any normal person would have said to themselves: "I already have a viable trademark ("As ever") which does 90% of what I need it to do.  Netflix is depending on me to provide proof-of-concept and I have a rapidly approaching deadline of when the show needs to air and the Netflix Houses will open.  The program and products need to tie together in branding.  I'm not too keen on the name, but the deadlines are tight; therefore, I should run with "As ever", because I need to produce results and this moves us forward".  A normal person would not pursue another, new, trademark application (ARO).

Markle had a usable, trademarked name ("As ever"), in Feb 2024 (finalised May 2024) and a deadline of mid 2024 for filming - but she CHOSE not to use that name.  Instead, she CHOSE to prat around for a year, trying to get "American Riviera Orchard" registered.  She only abandoned that attempt on 28‑Feb‑2025, after the series was in the can and right around the time that it actually aired.

This CHOICE meant that branded product could not be included in the show.  The problem was not unexpected delays, or finding suppliers [she didn't need real product for filming - Netflix could make mock ups for the set, or insert them digitally, during edit].  The problem was not knowing which NAME was going to be used - and she left it far too late, to decide.

After the main filming ended in July 2024 - with the show originally scheduled for a January 2025 premiere and with only a few months left for editing, audience testing, marketing, etc - the production team needed a firm name for the show, or they’d miss the deadline.  For some inexplicable reason - presumably because Markle was still chasing the ARO trademark - they didn’t pivot to “As ever”.  Instead, they ran with “With Love, Meghan”.   Ultimately, this meant that there could be no brand connection / cross-promotion between Markle’s products, the name of the Netflix show, or the Netflix House.  This was an unforgiveable, unforced, error.

Markle's own CHOICE (to chase a new trademark, rather than use the one she already had) lost her - and Netflix - the ability to merch her own products in her own show, and in their stores - WHICH WAS THE WHOLE BLOODY POINT OF THE EXERCISE!  

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STRIKE #2: MARKLE GETS KICKED OUT OF THE HOUSE (missed deliverable - reliability)

Although Markle's show and shop were initially meant to be "Netflix House" projects, I suspect that the 31-Aug-2024 rejection of the "American Riviera Orchard" trademark, put the kybosh on that.  IMO, this was the trigger that broke the project.  With January pencilled in for the series premiere and without Markle's trademarks, branding or products being nailed down, Netflix probably felt that she was too much of a risk and that they couldn't proceed any further, under the "House" project.

I believe that this was the point that Netflix decided to complete the lifestyle show (WLM), but let Markle run her own shop, as a separate entity.  She may have been intending to do this anyway, but this was the point that Netflix, themselves, “noped out”.  With no brand link between "With Love, Meghan" and whatever name she would eventually land on, for her products, it wouldn't make sense for Netflix to host her unaffiliated product in their stores - so they cut her loose.  This was the moment that Markle's team filed additional trademark docs for "As ever", so I think they’d had a rocket put up their backside.

Maybe I’m out on the exact timing - maybe the decision was taken during discussions to delay the January premiere.  Either way, (IMO) somewhere between 31-Aug-2024 and 18-Feb-2025, the decision was made that “As ever” wouldn’t work as intended - forcing a quick pivot to a new business model.  So quick, that the old plans were still published, as fact.  The mixed messaging in Feb 2025 supports this later timeline; media outlets were still claiming that either “ARO” or “As ever” would be placed in Netflix Houses, whilst Markle was announcing that Netflix were a partner in both her show (WLM) and new solo business venture “As ever”.

Either way, Netflix needed certainty about what they were going to receive from Markle.  Deadlines were approaching; they needed to plan and had other priorities.  Cutting Markle from the Netflix House was the only way to obtain the certainty they needed.

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STRIKE #3: THE SHOW WAS....BEIGE (missed deliverables - relatable show + “House” experience)

Whilst "With Love, Meghan" was beautifully produced, the end result was stilted and “beige”.  Very, very, “beige”.  She didn't demonstrate a real passion for food or craft.  She didn't demonstrate warmth, knowledge or authority and there was no feel-good factor.  It was just a rich wannabe influencer, showing off her basic bling, REALLY poor food-hygiene practices and sub-par interpersonal skills.

The show was critically panned and didn't lend itself to being adapted to an "experience" that punters could enjoy (except for maybe a Spitting Image parody set!).  This is unfathomable.  Given that the show and brand were meant to be a “discovery model” for the Netflix House, the “experience” should have been baked into the show.  Whether it was an “Afternoon Tea” experience, for “Netflix Bites”, or an AI personal shopper that helps you “dress like a duchess” (all items available in store, of course), it’s unforgivable that this was an afterthought to the program. 

.... with a source telling the Daily Mail ‘Netflix were not happy with the fact that no one really cared about the brand – so when they were looking to create As Ever areas in Netflix House there was no appetite for it…it just didn’t fit with Squid Game or Stranger Things or Bridgerton like they had hoped’. - Julie Burchill, The Spectator 17th March 

Netflix couldn't translate her concept into an "experience", but surely, she could still have sold her goods in their stores?  What stopped her?

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STRIKE #4:  LAST CHANCE SALOON (missed deliverable - branded product in time for series launch + sales data)

All of that said, if “With Love, Meghan” had been a runaway hit in March 2025, I’m sure that Netflix would have shoe-horned the show into the House, or at least, into the stores.  This was meant to be a “discovery model” for them, after all.  Unfortunately (for Netflix) the series was critically panned and this wasn't an option.

Netflix (trying to salvage what they could from their outlay) still wanted to learn as much as possible from Markle’s business.  When it eventually launched, they supported “As ever” with their staff and contacts - and probably a hefty “preferred supplier” discount, reducing “As ever’s” overheads.

Maybe there was something to be learnt, by comparing viewing figures and sales figures…  Unfortunately, for them, Markle couldn’t (wouldn't?) even do this right:

Because of the delays that Markle introduced with the trademarks, she didn’t start selling product until April 2025 - a full month after the first season of WLM had aired.  Having missed this crucial opportunity to cross promote, Netflix missed out on what could have been important data points.  With Markle very blatantly (IMO) engaging in product drop/ scarcity marketing in the following months, Netflix STILL would have had no genuine data to analyse in those early stages.  Again, Markle missed the deliverables.

Fast forward to March 2026 and Netflix will, finally, have seen the longer-term viewing figures and (I assume) the overall sales figures.  That’s why they pulled the plug, entirely.  In all honesty though, when the mountain of rapidly expiring runny spread (which was apparently taking up real estate at Netflix HQ) didn’t start shrinking, that was probably all the feedback they needed.

But in a detailed report this week, Variety claimed that Netflix was sitting on a surplus of As Ever products, including tea and baking mixes, totalling more than $10 million in value, echoing a previous Page Six exclusive report that the company had been giving away products to staffers for free to unload it.

Sources now tell us that all inventory has been transferred from Netflix back to As Ever custody.  Sara Nathan, Page Six, 21st March 2026

[It’s worth reiterating here, that Markle held a comprehensive trademark for “As ever” in Feb 2024 - and could (if she’d run with that name, rather than chasing ARO) have prepared a coherent range of goods, ready for the series launch in 2025, but she failed to do so.  The additional “As ever” trademark applications (additional goods and stylised logo) didn’t need to be finalised for her to use them – and in the event, the show had aired and the website was live, before these TMs were even published.  As soon as ARO was shut down (by USPTO), she should have been negotiating deals for “As ever”.   There is literally NO excuse, for Markle to not have had “As ever” product ready for the series launch].

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STRIKE #5: AND SHE'S OUT!

Well, we all know the myriad accusations, from a multitude of sources, that Markle is a control freak and a bully.  If she produced good results, many people would forgive her that - but Markle doesn't produce good results - and she's unprofessional:

Meghan also had odd methods of providing feedback, according to three sources. She was known to “disappear” for long periods during Zoom calls, the sources say. Later, Netflix teams like the marketing department would be informed that her absence was due to her being offended by something that was said. Margaret Hatmann, Intellegencer, 17th March

Netflix did everything they could to make this project work.  Unfortunately, they couldn't get past Markle's ineptitude, ignorance and poor character.  They gave her chance after chance and the best professional help at every turn.  Even when they gave her easier targets - because she’d missed the last one, by a mile - she kept missing.  At the end of the day, (IMO) Markle made incredibly poor business decisions, wouldn’t take advice and didn’t deliver.  This is the kiss of death. 

I’m amazed that Netflix stuck it out so long, but they are well shot of her.  Shame it wasn’t sooner.

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THE TIMELINE (FOR REFERENCE)

So, back in 2023, we had months of rumours about Markle going into cooking / hospitality and then TMZ confirmed it.  Here's the timeline: 

13-Oct-2022: Trademark application 97631821 filed for "As ever" - for kitchenware, food stuffs, cosmetics, apparel, stationery, gardening tools, candles, jewellery, education stuff, broadcasting / streaming of audio, visual and audiovisual content, etc.

29-Jul-2023: Trademark partially rejected for clothing (a Chinese clothing firm is registered under “ASEVER”), misclassification of items, poor descriptors and the application’s unsigned.

02-Sep-2023: TMZ broke the story that Markle was entering the lifestyle arena (because she’d re-registered the Tig in Feb 2022).  I guess that TMZ had heard rumours and went digging for trademarks.  The conclusion was correct, although the “Tig’s” filing was not related to Markle’s current venture.

29-Jan-2024: Clothing removed from "As ever" TM application 97631821, other errors fixed.

02-Feb-2024: "American Riviera Orchard" TM application 98359841 filed. Two others (98441826 + 98457569) followed in March (9th +19th).  Obviously not guided by professionals because basic mistakes were made - like using a geographic region and indistinct logos (that were later challenged) ...and docs weren't signed again.

28-Feb 2024: Notified that "As ever" TM 97631821 is in order and will be “published” 19-Mar-2024 (minus clothing).  Subject to a 30-day challenge period, it will be granted.

14-Mar-2024: Markle teases ARO on insta and the ARO website goes live (anniversary of the "freedom flight").  This is where Markle made her mistake.  Filing a second brand wasn’t, in itself, a problem.  The error was in using the ARO name, when it was a very new filing, instead of the “As ever” TM that had just reached the “publishing” stage.

Apr to July 2024: Filming for a cooking / craft / lifestyle show begins.

14-May-2024: Notice of allowance issued for “As ever” - the 97631821 TM is official.

31-Aug-2024: ARO was rejected as a trademark for food products - on geographic grounds (cannot monopolise a region) and the logo was rejected for indistinct lettering.

12+17-Sep-2024: Additional "As ever" TM filings (98748479, a short additional application, adding similar products/ services as before and 98755813 - stylised mark covering all products & services) - published 29+22-Apr-2025, allowed 24+17-Jun-2025.

02-Jan-2025: "With Love, Meghan" trailer released.

15-Jan-2025: "WLM" 15th Jan premiere delayed - allegedly due to the CA wildfires.

18-Feb-2025: Markle posts a video on insta: “The cat’s out of the bag”.  Netflix are not just a partner in her show, but are also a partner in her new business, which is called “As ever”.  “As ever” website launches with a holding page.

18-Feb-2025: “As ever” TM filings 99044820, 99044817 made for crepe/biscuit/cookie mixes - word and stylised mark.  Published 08+29-Apr-2025, allowed 24+03-Jun-2025.

28-Feb-2025: All ARO applications actively abandoned (as opposed to letting them lapse).

04-Mar-2025: WLM "Season 1" aired (single dump) on Netflix - to much ridicule.

27-Mar-2025: Markle posts video of jam production line.

02-Apr-2025: "As ever" started selling goods.

11-Aug-2025: Archewell signs “first look deal” with Netflix.

26-Aug-2025: WLM "Season 2" aired on Netflix (single dump).  Again, to much ridicule.

12-Nov-2025: The first "Netflix House" opened, near Philadelphia.

06-Mar-2026: Netflix and “As ever” separate (statements from both parties).

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