And you started with the, well, if they have different addresses and all of those kinds of things, but take another click and talk to us about, for those of us that maybe aren't trying to dupe people which is where my brain went with that right like kind of falsifying information for the normal business that's looking to make this work for them what does that look like

Yeah, well, and entity authority has many kind of layers to it.

It's, we look at it in two different ways.

We look at what is the information on your website, and then what is the information online about you? So the information on your website really is important still.

I know I just talked about getting a particular page to rank and a particular part of your website to rank, and that's still important.

So traditional SEO is still very important.

What is also important though is all this other information out there in the world.

Obviously, you don't have to speak any names, but if You could tell kind of some industries where this has worked well or some context for what people can expect when they do this right.

What would you say to that?

So the thing is, people have a lot of difficulty understanding how to think exponentially, and I really learned this with my OpenAI beta testing that I was doing.

So they, they came out with, um, their first few models.

There was Ada and then Babbage and then Curie and then Da Vinci.

Those were their first four models, like before ChatGPT.

And then there's Da Vinci 2 and Da Vinci 3 and Da Vinci 3.5 basically was ChatGPT, just so you know how the, the models kind of...

So I got to see from the beginning what their models look like, how they got better, got better and better, and I was trying to do the same, you know, content generation and answering questions and things that we use ChatGPT for and Gemini now back before it could really do it.

All right? So how has that mindset helped you stay relevant across, um, decades of change?