With 0 employees, why have the office with all the desks in the background in the picture at the top of the page.

It’s pretty clear there are other people doing something, whether they are called “employees” or not.

A lot of the stuff is automated at this point. Datasets are pulled automatically and website scrapers have been built for 15+ years.

Gary Brewer probably just maintains the system by himself these days.

0 employees doesn’t mean 0 contractors or 0 agencies on contract.

it's actually very much feasible nowadays with all the cloud computing solutions. Cheap too. You don't need an army of developers for maintenance, a single system architect can manage huge projects if designed correctly.

The article also actually mentions that some people are hired to write content for the blog.

Sure they may just be contractors, but at that point it seems not impressive to have "0 employees".

Gary does that.