diff --git a/content/posts/privacy-respecting-analytics.md b/content/posts/privacy-respecting-analytics.md
index c773ec5..a1f5e74 100644
--- a/content/posts/privacy-respecting-analytics.md
+++ b/content/posts/privacy-respecting-analytics.md
@@ -15,35 +15,35 @@ than personal enjoyment. I'm realising that I was kinda dumb 🤔
 
 [Plausible]: https://plausible.io/
 
-One of my clients recently asked if I could add analytics to the website I
-created for them. I said yes and asked whether they had a preference as to which
+One of my clients recently asked me to add analytics to the website I created
+for them. I said yes and asked whether they had a preference as to which
 analytics system. They said no, they just wanted to see how many people were
 using the website and whether they were actually looking at the menu and store
-pages. I decided to set them up with [Umami,][umami] because it has a very
-simple UI, it's not affiliated with Big Tech™ companies, [it's
-GDPR-compliant,](umami-gdpr), and the script is only 2 KBs.
+pages. I decided to set them up with [Umami] because it has a very simple UI,
+it's not affiliated with Big Tech™ companies, [it's GDPR-compliant,](umami-gdpr)
+and the script is only 2 KBs.
 
-[umami]: https://umami.is/
+[Umami]: https://umami.is/
 [umami-gdpr]: https://umami.is/docs/faq
 
 Analytics on a business's website is a no-brainer. Business websites should be
 pleasant, ergonomic, and useful for their customers and analytics do assist with
 that goal. But what about on personal websites? The big reason Google Analytics
 is so often condemned is because of Google; you bet your ass they're aggregating
-the data they collect from all of their properties and associating that
+all the data they harvest from their collective properties and associating that
 information with your visitors' profiles (yes, even if they don't have a Google
-account). Facebook, Reddit, Twitter, etc. do exactly the same thing with all of
-their like/share buttons. They're ingesting as much data as they can to feed
-their advertising engines and I don't want to further their mass surveillance of
-the internet.
+account) to improve their advertising engine. Facebook, Reddit, Twitter, etc. do
+exactly the same thing with all of their like/share buttons. They're ingesting
+as much data as they can to feed their ad systems and I don't want to further
+their mass surveillance of the internet.
 
 The privacy issues with analytics primarily apply to the big providers that
-aggregate everything across their customers' properties in order to surveil
-everyone everywhere. Systems like Umami are different. The minimal data that's
-collected is anonymised and stays in-house, on your (preferrably) self-hosted
-server. When you really give it some thought, there's nothing inherently wrong
-with knowing how many visitors your site has, what pages they're viewing, and
-what website they came from.
+aggregate everything across their customers' properties in order to surveil as
+many people as possible. Systems like Umami are different. The minimal data
+that's collected is anonymised and stays in-house, on your (preferrably)
+self-hosted server. When you really give it some thought, there's nothing
+inherently wrong with knowing how many visitors your site has, what pages
+they're viewing, and what website they came from.
 
 I enabled Umami on my website shortly after coming to this realisation and [made
 the analytics page public.][public]
@@ -71,6 +71,9 @@ that needs to be improved ...
 
 Knowing that there are people visiting my site and that some of the things I've
 written are useful is, frankly, quite encouraging. That's why I'm writing this
-post, that's part of what inspired my next one, and it's why I intend to start
+post. That's part of what inspired my next one and it's why I intend to start
 writing more. I do enjoy writing, but the idea of tossing something I've spent
 hours on into the void of the internet isn't exactly motivating.
+
+As long as it isn't causing problems, I don't believe "boosting the blogger's
+ego" is inherently bad. Encouragement can be quite good 🙂