There's less risk. Course building "gurus" will tell you to research your subject, create a long course, then promote it. This takes a lot of time and typically doesn't work out well for the entrepreneur. They find themselves struggling to sell their content, instead of starting with the audience, and building flexible, low-risk products and services to test with the marketplace. Then grow from there. It's bottom up, not top down, and easy with DOHQ.