In this episode, Jack Mercer tackles one of the most confusing and consequential topics in Bitcoin today: custody. With the arrival of spot Bitcoin ETFs, millions of people now own Bitcoin exposure through a brokerage account—without ever touching a private key. That's convenient, but it raises a fundamental question: do you really own the Bitcoin, or do you own a promise? Jack explains in plain English what private keys, seed phrases, and self-custody actually mean, why the phrase 'not your keys, not your coins' exists, and what it does and doesn't tell us. He walks through real-world scenarios—exchange failures, lost passwords, inheritance planning, and everyday convenience—to show that custody isn't a moral choice but a trade-off between security, convenience, and control. He explores the strongest arguments for both self-custody and institutional custody, avoids fear-mongering, and gives listeners a practical framework for thinking about their own situation. The episode ends with What We Know, What We Don't Know, and The Bottom Line so every listener finishes with a clearer, calmer understanding of who really holds their Bitcoin.