Katie Bavoso

So they basically say, we built a thing using your engine.

There's so many startups right now.

And I'm sure you're going to only see more this year.

Oh, go ahead.

And this is where when we talk about marketplaces, we also see marketplaces, cloud marketplaces like Pax8, marketplaces that are out there that...

Don't want to call themselves distributors and are also competing with distributors at the same time.

It can get a little hairy, so we'll have to have a part two.

But I say this because you see MSPs as needing to be, they want to make sure that they're showing up as that expert in whatever technology and field that they are focused on, which is why we got so into the vertical conversation.

So that is where they're trying to continue to differentiate themselves by saying, I know you could technically go do this with one of these marketplaces, but here's why you should stick with having somebody else be a part of your team in a third party sense, because we know what we're doing.

You can concentrate on your business and we'll take care of the IT and everything involved in that.

This is where AI has been making this into such a rock spider, right?

This is where AI has come in the last few years.

who created these businesses or led to the creation of these businesses that are also trying to get a foothold in the market.

So they have to go to some of the bigger dogs or they have to form a channel program because then if you're without a network, who are you selling to?

So that is that, I mean, to the point of where we're kind of going, okay, you know, like Charlie Day in front of the wall trying to like connect all the dots here.

This is that because that is what AI has done to this space.

So the acceleration, the confusion, the questioning, that is all directed back to what...

AI and ultimately like what OpenAI a few years back when they introduced ChatGPT for the first time and has kind of like accelerated all of this, what that has done to the channel?

I mean, OpenAI is actively forming their channel program or trying to build it out right now, which some of the, you know, so if you're a channel chief that wants to even work for four weeks and make more money than you ever have, I suggest going over and trying to apply for those roles that are opening up over there.

But Victoria, I'll pass it over to you on a more literal sense of what we're seeing of how you can procure that technology.