I didn’t bite right away, but I was on board the first time it was presented to me, which I think was either by Practical Engineering or Steve Mould. But I might be misremembering and there’s at least a half-dozen other possibilities, what with the sponsorship pricing/bidding ecosystem working the way it does.

(Ad brokers track what “open offer” sponsorships are providing the best value to content creators, resulting in everyone choosing a few top picks. It’s the reason why a single sponsor will seem to blitz the entire space all at once.)