Barry Diller

will know so much about you.

It's not like they will have known that your calendar says you have to be in Las Vegas on Thursday the 20th of September and will just take care of everything for you.

Eventually that may happen, but the dialogue that you will have very soon where the agent will know so much and have such agency with you

The ability to actually complete a transaction in all its respects is not far off.

They will unless we plan it better than the next dope or a competitor of ours.

We have more information now than anybody else has.

So if we screw that up, it's on us, as they say, and we deserve to fail.

But presumably, if we are satisfying the consumer because of the data that we have, which is deep and vast—

then I think they'll continue to engage us.

They'll continue to want us to do that for them.

I think from what I know now, it is not easy today for anyone else to do that, other than our competitors can do that today.

But it's not easy for any large language model or any modality that I know of

So it's up to us to do it.

It's always, listen, one of our, we're the largest publisher.

This is another business of ours called Black Dash Merida, where we're with People Magazine, Better Homes and Gardens, Travel Leisure, et cetera, 60 some odd magazines that we publish digitally and also hugely still in print.

Obviously, that is a business that's supported by advertising.

And with the changes in search that could disintermediate

those advertising opportunities the only thing that will save us is our brands and whether our brands and what we the content we make resonates enough directly for people to recognize a brand and want to be brand involved rather than agnostic i've i believe

until the last breath, that brand value is enduring.

But it's got to be differentiated.