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I think you misunderstood me, by develop I mean develop the actual content, as in coming up with that specific idea. Yes, they script content which is technically "developing", but they don't actually make the content themselves.
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They do develop actual content... you don't have to come up with ideas to be a developer. Rufus comes up with lots of ideas and plans, and leads teams to create him... but he doesn't actually develop the content(to an extent). Does that make him a developer while actually coding and bringing these ideas to life does not?