diff --git a/README.md b/README.md
index e9e5010..e5d49e1 100644
--- a/README.md
+++ b/README.md
@@ -7,10 +7,10 @@ everything keeps working offline. The CLI is `bdrive`; a hub is a
 `bdrive web` server you (or we) run on an object store — clients sync
 through it over HTTPS and never touch the storage directly.
 
-Two things it's for: **sharing files with people** — any synced file
-becomes a public URL that renders as a page — and **sharing context across
-AI agents**: give every agent on the team the same folder as memory, and
-your agent knows what their agent knows. Notes, plans, findings, and
+What it's for, first and foremost: **sharing context across AI agents** —
+give every agent on the team the same folder as memory, and your agent
+knows what their agent knows. (People are covered too: any synced file
+becomes a public URL that renders as a page.) Notes, plans, findings, and
 artifacts follow the team everywhere — and unlike a memory API, they stay
 **real files with provenance**: every change is attributed to the human,
 agent, and device that made it, and the hub's Insights show what your
@@ -113,7 +113,10 @@ exactly where it left off — zero re-scan, zero spurious changes.
 
 ### Credentials
 
-beardrive uses each provider's standard credential chain — nothing beardrive-specific:
+beardrive uses each provider's standard credential chain — nothing beardrive-specific.
+Note: **client devices always use an `https://` hub remote** — the
+`s3`/`gs`/`file` rows below are how the *hub operator* configures the
+hub's own storage, never something a syncing client points at directly:
 
 | Remote | Credentials |
 |---|---|
diff --git a/docs/assets/share.png b/docs/assets/share.png
index 5b3c257..8efc676 100644
Binary files a/docs/assets/share.png and b/docs/assets/share.png differ
diff --git a/docs/gtm-handoff.md b/docs/gtm-handoff.md
index 4f81b8b..2d36062 100644
--- a/docs/gtm-handoff.md
+++ b/docs/gtm-handoff.md
@@ -20,9 +20,15 @@ Draft copy is ready to paste; adjust voice as you like.
    > attributed, with read analytics. Self-host in one Go binary.
    Website field: `https://beardrive.ai`.
 
+5. **Verify the install path from a clean machine** (the #1 CTA must
+   not 404 on launch day): `brew install runbear-io/tap/beardrive &&
+   bdrive version`, and `go install
+   github.com/runbear-io/beardrive/cmd/bdrive@latest`. If the tap is
+   stale, cut a fresh `goreleaser release` first.
+
 ## P1 — demo assets (an hour)
 
-5. **Record a 45–60s demo GIF/video** for the README hero and any
+6. **Record a 45–60s demo GIF/video** for the README hero and any
    launch post. Script (uses two terminals + a browser):
    - T1: `bdrive init --name demo --yes` in a folder with a few notes →
      show `bdrive status` (daemon running).
@@ -34,29 +40,29 @@ Draft copy is ready to paste; adjust voice as you like.
    - T1: `bdrive share wiki/findings.md` → open the public URL.
    Tools: `vhs` (charmbracelet) or QuickTime + gifski. Put the result at
    `docs/assets/demo.gif` and add it above the fold in README.
-6. **Verify beardrive.ai serves the updated landing page** (the repo's
+7. **Verify beardrive.ai serves the updated landing page** (the repo's
    `website/` — including the new `assets/insights.png`) after the next
    deploy.
 
 ## P2 — when you're ready to be seen (launch window)
 
-7. **Show HN post** — full drafts in [launch-plan.md](launch-plan.md):
+8. **Show HN post** — full drafts in [launch-plan.md](launch-plan.md):
    title, body, and the first-comment founder note. Post from your
    account; be present for the first 3 hours to answer everything.
-8. **Product Hunt** — drafts in launch-plan.md. Schedule after HN, not
+9. **Product Hunt** — drafts in launch-plan.md. Schedule after HN, not
    the same day.
-9. **Claude Code plugin discoverability** — submit/announce the
+10. **Claude Code plugin discoverability** — submit/announce the
    marketplace entry wherever Anthropic surfaces community plugins
    (Discord, awesome-lists PRs from your account).
 
 ## P3 — measurement plumbing (see metrics.md)
 
-10. **Turn on GitHub traffic watching**: stars/clones/views are under
+11. **Turn on GitHub traffic watching**: stars/clones/views are under
     Insights → Traffic; consider a weekly note of the numbers in
     Discussions → Announcements.
-11. **Homebrew install counts**: `brew info --analytics
+12. **Homebrew install counts**: `brew info --analytics
     runbear-io/tap/beardrive` (public analytics take ~30 days to
     appear).
-12. **Decide on hub-side opt-in telemetry** (proposal in metrics.md —
+13. **Decide on hub-side opt-in telemetry** (proposal in metrics.md —
     requires your explicit approval before any implementation; nothing
     is wired today).
diff --git a/docs/gtm-quality-prd.md b/docs/gtm-quality-prd.md
index 2601c17..45ac035 100644
--- a/docs/gtm-quality-prd.md
+++ b/docs/gtm-quality-prd.md
@@ -66,6 +66,7 @@ fabricated proof) — record such rejections under Won't-fix with reasons.
 | Round | positioning | funnel | open-paid | community | launch | metrics | repo-fixable blockers/majors |
 |---|---|---|---|---|---|---|---|
 | 1 (baseline) | 6 | 4 | 8 | 3 | 3 | 2 | 3 blockers, 3 majors (all fixed this round; screenshots captured from the live demo hub — real UI, not fabricated) |
+| 2 | 8 | 7 | 9 | 8 | 8 | 8 | 1 major (residual dead-deployment-mode copy ×3 on the site — fixed) + 4 minors fixed; share.png re-captured with real rendered content |
 
 ## Won't-fix / disputed
 
diff --git a/docs/launch-plan.md b/docs/launch-plan.md
index fab237b..9b559bc 100644
--- a/docs/launch-plan.md
+++ b/docs/launch-plan.md
@@ -37,7 +37,9 @@ Product Hunt → Launch-Week-style feature cadence as Cloud approaches.
 device appends to its own journal; replay is deterministic," + link to
 CLAUDE.md's invariants. Answer every comment for the first 3 hours.
 
-**Prep checklist:** demo GIF live in README (handoff #5), Discussions
+**Prep checklist:** install path verified from a clean machine
+(`brew install runbear-io/tap/beardrive && bdrive version` — a 404 tap on
+launch day is fatal), demo GIF live in README (handoff #6), Discussions
 enabled, `docs/self-hosting.md` linked from README, hub demo instance
 warm (expect self-host attempts within minutes).
 
diff --git a/docs/metrics.md b/docs/metrics.md
index 4dc4e79..0b26e91 100644
--- a/docs/metrics.md
+++ b/docs/metrics.md
@@ -17,8 +17,8 @@ within a week. Everything else is upstream of it.
 
 | # | Metric | Source | Stage |
 |---|---|---|---|
-| 1 | README/landing views → GitHub stars | GitHub Insights → Traffic (handoff #10) | attention |
-| 2 | Installs: brew + `go install` | brew analytics (handoff #11); go proxy stats are noisy — treat as directional | acquisition |
+| 1 | README/landing views → GitHub stars | GitHub Insights → Traffic (handoff #11) | attention |
+| 2 | Installs: brew + `go install` | brew analytics (handoff #12); go proxy stats are noisy — treat as directional | acquisition |
 | 3 | Activation: `bdrive init` → first successful sync | today: anecdotal/self-reported; future: opt-in telemetry (below) | activation |
 | 4 | Team formation: project gains a 2nd member (invite redeemed) | hub data (self-hosted: invisible to us; beardrive.ai once live) | expansion |
 | 5 | Wedge proof: first agent read-telemetry event in a project | hub read ledger (same visibility caveat) | wedge |
diff --git a/website/assets/share.png b/website/assets/share.png
index 5b3c257..8efc676 100644
Binary files a/website/assets/share.png and b/website/assets/share.png differ
diff --git a/website/index.html b/website/index.html
index 5a3c468..6f5632a 100644
--- a/website/index.html
+++ b/website/index.html
@@ -303,10 +303,10 @@ footer a:hover { color: var(--text); }
     </div>
   </div>
   <div class="strip">
-    <p>Works with the storage you already have</p>
+    <p>Your hub stores on the object storage you already have</p>
     <div class="names">
       <span>Amazon S3</span><span>Google Cloud Storage</span><span>Cloudflare R2</span>
-      <span>MinIO</span><span>any folder</span><span>— or a BearDrive hub</span>
+      <span>MinIO</span><span>any folder</span>
     </div>
   </div>
 </header>
@@ -335,8 +335,8 @@ footer a:hover { color: var(--text); }
         version, no account needed, revocable any time.</p>
       </div>
       <div class="card wide">
-        <div class="arch"><b>your folder</b>  ←scan/materialize→  <b>local volume</b>  ←push/pull→  <span class="a">object storage or a BearDrive hub</span>
-<span class="dim">real files                per-device journals,      devices converge through dumb storage:
+        <div class="arch"><b>your folder</b>  ←scan/materialize→  <b>local volume</b>  ←push/pull→  <span class="a">a BearDrive hub (on S3 / GCS / R2 / a folder)</span>
+<span class="dim">real files                per-device journals,      devices converge through the hub's dumb storage:
 every tool works          content-addressed blobs    append-only, no locks, offline-safe</span></div>
       </div>
     </div>
@@ -348,13 +348,6 @@ every tool works          content-addressed blobs    append-only, no locks, offl
     <p class="kicker">WHY BEARDRIVE</p>
     <h2>Two superpowers, one folder.</h2>
     <div class="grid" style="grid-template-columns:repeat(auto-fit,minmax(340px,1fr))">
-      <div class="card"><div class="ico">🧑‍🤝‍🧑</div>
-        <p style="font-size:15px"><b>Share files with people.</b> Anything in the folder is a
-        <code>bdrive share</code> away from being a public URL that renders as a page —
-        markdown, HTML, PDFs. No accounts for viewers, no "can you re-send that?",
-        always the latest version, revocable any time. Dropbox-link simplicity for
-        everything your team produces.</p>
-      </div>
       <div class="card"><div class="ico">🧠</div>
         <p style="font-size:15px"><b>Share context across agents.</b> The folder is shared
         memory. What your agent learns today — findings, plans, decisions, notes —
@@ -362,6 +355,13 @@ every tool works          content-addressed blobs    append-only, no locks, offl
         session already knowing it</b>. Context stops being siloed per laptop;
         every agent on the team reads from, and writes to, the same brain.</p>
       </div>
+      <div class="card"><div class="ico">🧑‍🤝‍🧑</div>
+        <p style="font-size:15px"><b>Share files with people.</b> Anything in the folder is a
+        <code>bdrive share</code> away from being a public URL that renders as a page —
+        markdown, HTML, PDFs. No accounts for viewers, no "can you re-send that?",
+        always the latest version, revocable any time. Dropbox-link simplicity for
+        everything your team produces.</p>
+      </div>
       <div class="card"><div class="ico">📊</div>
         <p style="font-size:15px"><b>See what your agents actually read.</b> Every change is
         attributed to the human, agent, or device that made it — and BearDrive's Insights
@@ -407,9 +407,10 @@ every tool works          content-addressed blobs    append-only, no locks, offl
         concurrent edits keep both versions as conflict copies.</p>
       </div>
       <div class="card"><div class="ico">🪣</div>
-        <p><b>Bring your own storage.</b> S3, GCS, R2, MinIO, or a plain shared
-        directory — BearDrive needs nothing but dumb object storage. Or sync
-        through a hub and devices never hold cloud credentials at all.</p>
+        <p><b>Bring your own storage.</b> Your hub is backed by S3, GCS, R2,
+        MinIO, or a plain shared directory — nothing but dumb object storage.
+        Clients sync through the hub over HTTPS and never hold cloud
+        credentials at all.</p>
       </div>
     </div>
   </div>
diff --git a/website/themes-preview.html b/website/themes-preview.html
index b7abcc4..5418f45 100644
--- a/website/themes-preview.html
+++ b/website/themes-preview.html
@@ -75,7 +75,7 @@ h1 { text-align: center; font-size: 22px; margin: 0 0 6px; }
     <div class="mini">
       <div class="pill"><span class="dot">Open source</span> AGPL-3.0 · on Homebrew</div>
       <h2>A shared drive for your AI agents.<span class="g">Synced in seconds. Tracked forever.</span></h2>
-      <p>Real files. No server required.</p>
+      <p>Real files. Self-hostable in one binary.</p>
       <div class="row"><button class="btn">Start syncing</button><button class="btn ghost">GitHub</button></div>
       <div class="term"><span class="p">$</span> bdrive share wiki/q3-report.html
 <span class="url">https://beardrive.ai/s/1aad3327…</span>
@@ -92,7 +92,7 @@ h1 { text-align: center; font-size: 22px; margin: 0 0 6px; }
     <div class="mini">
       <div class="pill"><span class="dot">Open source</span> AGPL-3.0 · on Homebrew</div>
       <h2>A shared drive for your AI agents.<span class="g">Synced in seconds. Tracked forever.</span></h2>
-      <p>Real files. No server required.</p>
+      <p>Real files. Self-hostable in one binary.</p>
       <div class="row"><button class="btn">Start syncing</button><button class="btn ghost">GitHub</button></div>
       <div class="term"><span class="p">$</span> bdrive share wiki/q3-report.html
 <span class="url">https://beardrive.ai/s/1aad3327…</span>
@@ -109,7 +109,7 @@ h1 { text-align: center; font-size: 22px; margin: 0 0 6px; }
     <div class="mini">
       <div class="pill"><span class="dot">Open source</span> AGPL-3.0 · on Homebrew</div>
       <h2>A shared drive for your AI agents.<span class="g">Synced in seconds. Tracked forever.</span></h2>
-      <p>Real files. No server required.</p>
+      <p>Real files. Self-hostable in one binary.</p>
       <div class="row"><button class="btn">Start syncing</button><button class="btn ghost">GitHub</button></div>
       <div class="term"><span class="p">$</span> bdrive share wiki/q3-report.html
 <span class="url">https://beardrive.ai/s/1aad3327…</span>
@@ -126,7 +126,7 @@ h1 { text-align: center; font-size: 22px; margin: 0 0 6px; }
     <div class="mini">
       <div class="pill"><span class="dot">Open source</span> AGPL-3.0 · on Homebrew</div>
       <h2>A shared drive for your AI agents.<span class="g">Synced in seconds. Tracked forever.</span></h2>
-      <p>Real files. No server required.</p>
+      <p>Real files. Self-hostable in one binary.</p>
       <div class="row"><button class="btn">Start syncing</button><button class="btn ghost">GitHub</button></div>
       <div class="term"><span class="p">$</span> bdrive share wiki/q3-report.html
 <span class="url">https://beardrive.ai/s/1aad3327…</span>
@@ -143,7 +143,7 @@ h1 { text-align: center; font-size: 22px; margin: 0 0 6px; }
     <div class="mini">
       <div class="pill"><span class="dot">Open source</span> AGPL-3.0 · on Homebrew</div>
       <h2>A shared drive for your AI agents.<span class="g">Synced in seconds. Tracked forever.</span></h2>
-      <p>Real files. No server required.</p>
+      <p>Real files. Self-hostable in one binary.</p>
       <div class="row"><button class="btn">Start syncing</button><button class="btn ghost">GitHub</button></div>
       <div class="term"><span class="p">$</span> bdrive share wiki/q3-report.html
 <span class="url">https://beardrive.ai/s/1aad3327…</span>