Milk Direct is a herdshare. People buy a share in the herd of cows and then, as owners of the cows, receive the milk from their own animals. I’m not sure how Tim set his up down to the last detail, but in most herdshares you buy in for an initial fee (giving you a part ownership in the herd) and then pay a monthly or annual boarding fee (to cover the farmer’s labor to care for and milk the cows and bottle and store your milk for you to pick up at the farm, or perhaps to deliver it to you). Typical herdshares I have seen are priced by how much milk you want to get out of the arrangement, most commonly one share=one gallon per week. So a big family might need more than one share to get the quantity of milk they need. Some farms might sell half shares or set them up so that one share=one half-gallon per week, which would be better for smaller families or singles.