"It’s all about the addiction to real time feedback and the nodes in the brain that it triggers," Sideman tells me.
Users can give digital gifts, essentially sticks, like hearts, fistbumps, or beers.
Despite myself, I feel a rush of excitement, the thrill of having another human perform just for me.
"The broadcaster is not the only content creator in the room," says Sideman.
So he sent a letter to You Now, which put him on its partner program, allowing him to earn money when his fans left digital tips and gifts. Cashier broadcast has several hundred people following live at any time.
"I was running a media technology agency for a while and trying to shove this down the throat of every client, but nobody wanted it," Sideman says.
Watching a You Now stream can be an overwhelming experience.
He tried and failed to launch a general purpose live streaming service with Justin. Eventually he pivoted into gaming, a niche where being tied to a desktop computer made sense.
But now the mobile market is mature enough for a sea change.
He was part of a group that believed everyone would soon be the star of their own reality television series, all broadcast on the web.