Azeem Azhar

The team tells me, they tell me, it's just above, I think we go cert, X, chat GPT, then LinkedIn.

I have no idea how this is happening, but it's what the data shows.

It might be to do with, you know, it might be to do with how Substack itself is playing in that space.

It may be to do with the nature of our audience and the nature of the ChatGPT audience relative to something like the Atlantic was 146 years old, I think.

But we're definitely seeing it.

And I know that the team is thinking about how do we turn that into a tailwind of traffic.

I mean, it's interesting.

So there we have this space where maybe there's a mode for new types of content optimization.

But on the other hand, we've had this fascinating thing come out of Cloudflare.

So Matthew Prince told us both in January, I think you were interviewing him, that in the old days...

A search engine would index your site 20 times for every human it would send to you.

And then recently it was going up to a few hundred times.

And then when you get to the LLMs, it's an order of magnitude worse that the LLMs are constantly hitting your sites.

imposing some marginal cost, but sending very few humans to them.

And one of the things that Matthew has created within Cloudflare is, I think they call it the LLM jail.

So if you're an LLM crawler hitting a media site that's supported by Cloudflare, it will spin up all sorts of dead ends

for you.

And the hope is that they can build a business where the crawlers have to pay in order to access your site.

I mean, do you think that that is a route that we go forward?

I think it's brilliant.