diff --git a/README.md b/README.md
index 0f1e1c21..07c7ab41 100644
--- a/README.md
+++ b/README.md
@@ -4,7 +4,7 @@
 
 `zrok` facilitates sharing resources publicly and privately, exposing them to an audience you can easily control.
 
-Like other competitors in this space, `zrok` allows users to create ephemeral reverse proxies ("tunnels") for `http` resources. Additionally:
+Like other offerings in this space, `zrok` allows users to create ephemeral reverse proxies ("tunnels") for `http` resources. Additionally:
 
 * `zrok` allows users to _privately_ share resources with other `zrok` users; in _private_ usage scenarios, your private resources are not exposed to any public endpoints; all communication is securely and privately transported between `zrok` environments
 * `zrok` allows sharing other types of resources; rather than just proxying `http` endpoints, `zrok` allows users to easily and rapidly share files and web content
@@ -16,7 +16,7 @@ You can be up and sharing using the `zrok.io` service in minutes. Here is a syno
 
 ### First-time Setup
 
-* Download the binary for your platform [here](https://zrok.io/downloads)
+* Download the binary for your platform [here](https://zrok.io)
 * `zrok invite` to create an account with the service
 * `zrok enable` to enable your shell environment for sharing with the service
 
@@ -28,7 +28,7 @@ See the [Concepts and Getting Started Guide](docs/v0.3_getting_started/getting_s
 
 ## Self-Hosting
 
-`zrok` is designed to scale up to support extremely large service instances. `zrok.io` is run by NetFoundry using the same code base that is available to self-hosted environments.
+`zrok` is designed to scale up to support extremely large service instances. `zrok.io` is a public service instance operated by NetFoundry using the same code base that is available to self-hosted environments.
 
 `zrok` is also designed to scale down to support extremely small deployments. Run an OpenZiti network with `zrok` layered on top of it on a Raspberry Pi!