Medium Keeps On Boiling The Frogs

Ev Williams waxes lyrical about all the changes at medium, from the new app and ability to be mentioned, to  updates to the online editor and the rather Zune-like logo:

Increasingly, people come to Medium to find the most diverse thinking on issues they care about. And they don’t just find it, they read it. And they don’t just read it, they respond, they share, they highlight the best parts. When you read on Medium, you’re reading and thinking with others – others who share your views, as well as those who don’t (which makes you smarter).

I’m proud of where we are, but, as I like to say: There’s always another level. Another level of polish and power in our product. Another level of breadth to our content. Another level of dialogue and discussion. And another level of progress.

The problem is, I’m looking at Medium, I’m looking at the high levels of Ron-speak on show from Williams, and I’m wondering what I’m missing? Where’s the end-game for investors, where’s the big out, what does Williams have everybody writing for?

Yet I’m still cross-posting my weekly links digests to the service. Is this how a frog feels when the water temperature starts rising?