We discuss why physical therapy doesn't have a reimbursement problem—it has an attention problem. We explore how the industry spends heavily on conference booths but won't commit to consistent live streaming, debates affiliate income ethics while recommending products daily for free, and ignores that platforms like Amazon actively encourage creators to go live. We break down why the real cost is ego, not money, and explain how mastering live content builds trust, attention, and distribution. We emphasize that the next generation of successful PT clinics won't just deliver great care—they'll control attention, because attention leads to trust, and trust leads to action.