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Not a "bit" misleading but outright misleading.

Nobody would relate that to "the business makes $62k per month".

Everyone would think it's some sort of "vertu for blogging"

Thanks, we've removed that from the headline.

According to their pricing[1] their lowest price is $19.00/mo. Assuming the bulk of their customers are on this price band it's roughly 3000 paying customers, paying each month.

[1] https://ghost.org/pricing/

They had it at $10 a month for a long time for people who started using it early when there were not a ton of features, myself included. So there could be a much higher number than that.

They're actually really open with their numbers...

https://ghost.org/about/

Active customers: 4,257 ARPU: $14.40 Monthly Run Rate: $62,796

Requests / month: 80M Registered users: 601,492 Github Stars: 24,921 Themes: 481

What the, didn't this used to be a lot cheaper?

I cant recall it being cheaper than $10.00/mo. If you're looking for something cheaper than ghost there is Posthaven[1]. I'm not affiliated with Posthaven in any way, I just wanted to offer an alternative if anyone is looking.

[1] https://posthaven.com

Yes, they raised the price when they hit a certain version milestone.

They talk about this in the article.