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I think this is your best piece yet Louis, but it doesn't do what Ben does so well, which is describe how the aggregators' strategy might evolve. What do you think Google will do, for example, to preserve revenue in this changing landscape of losing ad eyeballs? What would you do if you were in the CEO seat at Google?

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That's a great point. Feels like I need a follow up piece about that. The meta-point you make is to consider things dynamically, not statically - i.e. realize that players I discuss in AI vs. ads will react to any risks (and have massive resources to do so). By the way - very interested in your thoughts on how they might react.

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