‘Becoming the Product: The Critical Internet Researcher as a Virtual Intellectual’ traces the evolution of critical internet research. Examining the pioneering work of early net critic Geert Lovink, the influencer-style approach of Joshua Citarella, and the practices of Alex Quicho and Sophie Public, the essay explores how researchers share their work and sustain their careers in today’s attention economy. Charting the rise of subscription platforms and engagement-driven metrics, ‘Becoming the Product’ reveals the tension between intellectual critique and commodification, investigating the blurred boundaries between scholarship, aesthetic branding, and market-driven content – and questioning the future sustainability of critical thinking in the digital age.