diff --git a/PRODUCT.md b/PRODUCT.md
index ee5394b..4f6ec0e 100644
--- a/PRODUCT.md
+++ b/PRODUCT.md
@@ -22,7 +22,9 @@ An ATProto-native service for changelogs, releases, and file distribution — Gi
 
 ## Positioning
 
-The claim a neighboring product cannot truthfully copy: **releases that outlive the service.** Every project, release, pointer, and changelog resolves without dist.town's involvement (AppView-free resolution chain); dist.town serves zero artifact bytes in v1; a publisher whose storage dies can repair every historical release without editing a single record. Registries centralize custody; dist.town is a lens over data the publisher already owns.
+**The pitch: sharing made easy.** dist.town makes it easy to share new versions, changelogs, and files — no matter where or what the project is. The canonical expression (homepage lede, settled 2026-08-16): "Sharing a release should be the easy part. Whatever your project is and wherever it lives, dist.town gives it one page for new versions, changelogs, and files." Rules the copy follows: lead with ease and universality, addressed to publishers and consumers as peers; mechanics (one command, CLI, CI) are publisher-surface supporting detail, never the pitch — they're a consequence of the current form, not a value proposition to everyone; name no competitors and no protocols ("GitHub Releases for projects that don't live on GitHub" is internal orientation shorthand only, and "ATProto" never appears in pitch copy); never ration the audience — reading about new features and fixes is something everyone is owed, not a niche taste.
+
+**The proof, not the pitch: releases that outlive the service.** The claim a neighboring product cannot truthfully copy — every project, release, pointer, and changelog resolves without dist.town's involvement (AppView-free resolution chain); dist.town serves zero artifact bytes in v1; a publisher whose storage dies can repair every historical release without editing a single record. Registries centralize custody; dist.town is a lens over data the publisher already owns. Reframed 2026-08-16: sovereignty is the reason to believe, never the lead — surfaces cite it as supporting fact (durability, verifiability), not as identity.
 
 ## Operating Context
 
diff --git a/web/src/routes/+page.svelte b/web/src/routes/+page.svelte
index 62d8285..4d5323c 100644
--- a/web/src/routes/+page.svelte
+++ b/web/src/routes/+page.svelte
@@ -9,15 +9,15 @@
   <title>dist.town</title>
   <meta
     name="description"
-    content="Releases on your own terms: changelogs, versions, and file distribution on ATProto."
+    content="Sharing a release should be the easy part. One page for new versions, changelogs, and files — whatever your project is, wherever it lives."
   />
 </svelte:head>
 
 <section class="hero">
-  <h1 class="display">Releases on your own&nbsp;terms.</h1>
+  <h1 class="display">Every project deserves a release&nbsp;page.</h1>
   <p class="lede">
-    Changelogs, versions, and file distribution on ATProto. Records live in your repo, artifacts on
-    storage you control, everything content-addressed.
+    Sharing a release should be the easy part. Whatever your project is and wherever it lives,
+    dist.town gives it one page for new versions, changelogs, and files.
   </p>
 </section>