Nate Fischer

And you can't imagine the algorithmic issues.

funkiness that was happening on a daily basis, even an hourly basis, because of how many locations of the same category are sitting next to each other.

Yeah.

So being an engineer essentially my whole life, I have a bunch of buddies that went into some of the big tech companies, whether it's Facebook, Amazon, Google.

And these are the world's best minds.

They have enough capital, all of these companies to just hire the best engineers and have them thinking about all of their business problems.

And

whether or not you do know this, Google is actually an advertising company.

If you look at their quarterly statements, they are just an ad company.

They want people to pay them money for advertising.

And so with that at their core, they have huge teams of engineers, really smart guys and girls,

And they're just sitting there tasked with increasing their advertising revenue.

And so if we think about Google search, you type in a search plumber near me, you've got again, Google screened or Google guaranteed or that LSA ad at the top, you're gonna have AdWords and then you have the map pack and then organic rankings.

And so that's what we would call the inventory of Google search.

And what we've been seeing for years now

is Google and the engineers there are tweaking and turning knobs, trying to force businesses to pay them more.

And so that is the advent of LSA, that is things we're seeing right now where you might type in plumber near me, you see the map pack, but you only see one listing that has a call button, and that's the listing that is advertising.

So what we have essentially is some of the smartest engineers in the world sitting around with plenty of budget, plenty of time, plenty of intelligence, thinking about how do we get people to pay us more money?

How do we get businesses to pay us more money?

So that's the...