Yoast, the SEO plugin installed on 9 million WordPress sites, ran a Black Friday sale, experimenting with an ad in the WordPress admin dashboard. The internet furor was dramatic, and Yoast's CEO Marieke van de Rakt took ownership, showing exceptional leadership. We discuss the ad and the response from both users and competitors and the challenges of running a plugin business under a freemium model. We also cover stories about AVG and Avast browser extensions, the Magento Marketplace hack, the private equity purchase of .org and a data leak affecting 1.2 billion people.