The essay industry is a booming business, with annual profits valued in the millions. The marketing flows behind the essay industry are complex. As well as writing staff to pay, there are advertisers, affiliates, student referral commissions and more. The whole essay writing service business is supported by ready-made websites, prepared writing services, tried-and-tested business models and hearty profits. The slides from this talk from the ICAI conference expand upon the research base into contract cheating and help to demonstrate why this thriving industry is so difficult to shut down.