Nilay Patel
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And we will come to that because that's an important turn here.
But that's the sort of state of play.
In the background, the tech industry has been working on a handful of solutions to this problem, most of which involve labeling things at the point of creation, right?
The moment you take a photo or the moment you generate an image, you're going to label it somehow.
The most important one of those is called C2PA.
So can you just quickly explain what that stands for, what it is, and where it comes from?
Tell me about the actual label.
You said it's metadata.
I think a lot of people have a lot of experience with metadata.
You know, we are all children of the MP3 revolution.
Metadata can be stripped.
It can be altered.
What protects the C2PA metadata from just being changed?
Are there competitors to C2PA?
Is it just a group of people?
Is it a bunch of engineers?
Is it simply Adobe?
Who's in charge?
Why are they careful not to say they're developing it?