Azeem Azhar

And it's sometimes thousands of crawls to send a single person, which might then be monetized.

One of the things that strikes me is that the internet is full of

a lot of very mid content.

I mean, it's got some specialist expert content.

It's got some deeply researched material.

It's got some very narrow trade information, some very personal information.

But a lot of the traditional media industry, I mean, it's in the word media.

It's coming from, you know, medium in the middle.

And an answer engine...

doesn't mean 27 mediocre sort of similar takes of what you or I or the president might have said.

It just needs one.

So even if this proposal works, it's going to require some changes to the way media owners and content creators think.

I mean, that's a really interesting dynamic that you have painted.

And of course, you're right.

Your local news and niche news, unless it's industry focused, has really struggled to find a business model since the mid-90s.

And I guess that's the story behind Reddit, because if you really want a review of how well a washing machine works after five years, however good Wirecutter in the New York Times is going to be, the seven discussions on Reddit will be more real, more visceral, more intimate to people's

real experiences.

I suppose what that then also does is it changes the nature of many of the intermediaries on the web who've evolved to take advantage of SEO.

A large part of the web has now become

How do we get around Google's algorithms in order to appear on the front page as opposed to how do we really deliver that insight to a Park City restaurant to the person who's looking for it?