The Creator Endorsed Mark lets the audience know which products benefit me, without relying on copyright. There are no exclusive “rights” to Sita, but my Endorsement is exclusive in some territories. We have learned to use it conservatively. The more we limit its use, the more its value increases. Publishers and Distributors are used to exclusivity, so having a monopoly on SOMETHING – in this case my Endorsement – reassures them. It makes me uncomfortable though, since I want to give it away freely too. I'm learning to be stingy with it, which is uncomfortable.