Apple events, SEO, and other fights
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How long walk the very chest? The flagship podcast of the touch bar? good. Only one of us think that out. Two, two. Okay, one thing that is true is that I became friends of the very famous record producer on instagram because of the .

touch part that was the best humble brag.

I D, it's pretty okay. So new line. And David, get out.

No, oak felder. He should follow them in his m, his orchestra, his, his super cool. We're just like dad friends. We just like like other other kids now.

But he did a video with us just about how to make music with the mac and one of our music video series. And he was like, he was using the touch far as computer and was like, what are you doing? He was like, I love this thing. He was like swiping through logic on the touch bar. And we started, that's that's the beginning of a beautiful .

friendship is beautiful.

Yeah, I talk to a beautiful bad friendship. Yeah, he doesn't post about the touch for the since. Again, it's mostly like him doing recording artic stuff and pictures. Sk.

I mean, more people had IT probably wouldn't gone to you .

if more granny award waiting musicians like to touch for our rules. I think we've been in a very different spot in america, and twenty twenty .

three IT would only be on the sixteen.

Hi, am your friend like alexa ands is here.

Hi, i'm your friend who loves the touch bar and the texas rangers who now have a world series pilot. I don't know how the world series works, but I will wait in thirty years. awesome.

You waiting thirty years and learn none of the vote of IT.

none of IT. I've aren't nolan ryan and who they can say we're in one thousand and ninety three and nothing intel this year. Apparently the rangers rule.

you didn't miss that much between the two.

Yeah yes, I think OK I follow one .

of those threads accounts it's like freezing cold sports takes and they had one of our rangers and like I don't know who any of these names are, baseball lest David pierce here.

So guys, i'm in my sick gamer youtube channel.

Set up David in our dc office, the vox media D, C office.

which K A R sick game or youtube to set up, if you like. I.

that office is mostly populated, but like the corporate staff of the company and the vox a com and a little bit of espinal, I think of cause when you think of box iconic.

you think a game or lights, yeah, yeah. Obviously I will say I am here because I lost power today, just out of nowhere. On a Sunny day in the middle of an interview for the verge, cast with two of the people who made planet earth three, we were having an unbelievable time talking about cool drone photography in caves, which someday, lord willing, you will hear on thirst, and my power just disappear. And now i'm here.

he.

that it's been a day I took a meeting with a developer. He's being in cool up. The David was just behind and I said, David lost power and he looked at the weather and said, it's not raining at.

Very.

it's not bunch news. This week there was a naper event, which we should talk about. A lot of people have a lot of feelings about this event, and particularly how I was shot. H, oh my.

Sometimes the verge, you are on a publication and luck, if ever I cite on one story, we have like three different groups of people, sort of like up in arms at three different stories this week. And as ago, we are the only texts that remains. So there's no one else see elect with us.

But apple event, new max, we stuck with those. We publish the next installation of our big google package at sort of where we are on the web. What's going on a search and A I is coming. I would say that really got a lot of people go in, in those people happen to be searched and and optimization experts. So their comments are implicitly formatted for discover ability.

That's true. It's a nice reminder. Everyone's like, do you have those moments where, like, a corner of the internet wakes up in response to something and I go, I didn't even know you were there yeah yeah it's like like when when the nature get really angry just like go all the people who love to nit, they just .

they are holding needles .

and .

they .

are not afraid to .

use them, sir. Yeah but I was just like IT was like we accidently walked .

into the sea bar. This is we ark. That's what we did. I I don't want to try away from that. We will get to that.

Um more google news are to go to trial in the intrust case with epic. David was in the other anti product trial this week in array. I testified we entire about that. There are some spicy documents from apple that were revealed in that case.

That's pretty spicy documents.

I love a spicy document. Love a spicy document. Accuse like, but some hot shot in that before you .

had send IT out in the .

cold storage for the prosecutors to find ten years from now. And then there's much a streaming news yeah people are buying things. Prices are we going up and we get a lighting round which is still not sponsored.

And I employ you major american chipmaker, to call our finance for the sect our our business of eleven person. Make IT happen. A some good stuff on on to.

Okay, what's over the apple event? Scary fast. I would say I was very disappointed there were not more halloween jokes. There were others .

just wrong like we should just call this what you were. You were wrong. And I feel like this is, this is the time when you should a tone for how wrong you are about .

what is your scary costume today, daily life.

nothing. You, I did dress, I dressed. My parents were here for trick.

I dressed them up as a which and where lock, which means I put hats on them. Yes, and that's. And then my dad was like, oh, no, I lost the hat. What a surprise. My prediction, if I call this directly to this year, like over the top TV production, they're going to compete with money at football crag federally deed do in a vampire voice the whole time. That did not happen. And I want to make a clear, I was wrong about that, but also that I was right in that I should have been what happened because the actual announcements were so lackluster that crag federally doing a vampire voice, I think, would have been more fulfilling to people.

Yeah right. Me, like you posted at one point on threads, I think something to the effective, apple has lost the plot of why people actually watch these things. What did you mean.

this one in particular? So if you go back and watch a Steve jobs apple lian, he was the master of making you feel like one, he understood the problem until only he could solve IT. And three, the product was cool as well.

Right here is the solution to the product in that first part, I understand the problem is that I think is a person who came up covering these events and watching them and fall and watching them grow to what they are. Now that's the part that's gone, but it's also the thing that was the most fulfilling. Everyone knows the first iphone event, right? The problem is all these button down here.

So we're going to make a touch great like and he put up the problem. He is like, here's a picture of other people's diet problems and i'm going to fix IT for you. And this is how sort friends work.

Now he do that like all the time in apple traditionally. Kind of does that right? Like identify the problem.

Now here's we're going to solve IT. And this one in particular, I just felt like identified no problems. IT was like art.

The problem we're solving is that the chip is even faster. Look at how they're trying to sell IT. They are like this one is for creative professionals.

If you're coming from an intel mac, it'll be eleven times faster. They just weren't solving any problems with the products. IT was just like pure marketing. Just just a moment in the middle of that, I actually didn't put on friends. I just said that t privilege you dogs me um my bed whatever i'll say, i'll say now there is just a moment in that where is this could be any company, but this is how basically every company markets their products. Now they're just .

like look at how good IT is. IT was just A M D cano. A M D also lose to do an evening kino.

Everybody loves to wear all black. There's usually some leather involved, but not a fun way. And then they talk about a bunch of processors and .

show a big charts. So caucus had event the same week alan Johnson was in. Why for the eventually are a great piece about IT festival of marketing, and the piece is basically about the festival marketing. Cocos processor graphs are the same as apples. They are the same unlabeled graf.

And you could are you that they are just copying apple or apple's copy in qualcomm? There's a long history these graphs, but just from the perspective of are these events different to these companies act differently? The answers are they are converging.

They're all converging on the same sort of marketing. I don't mean to save with the products. I have a sixteen H M one pro.

Macbook pro. IT is the best computer I ve ever owned you you put a Better chip in IT. You do some software tweak to make six underneath instead of five hundred. I'm happy. Sounds about like just as long as this one does the problems, they've so fundamentally solved the problem yeah they're just going they're kind of reverting to marketing and they've been .

doing IT honestly for a little while now like it's it's been a couple of years of they're not really solving a problem. They're inventing problems to solve on stage. And so think we sit in a lot with with a lot of the camera stuff y're doing.

They like, don't you hate that? You can't see every fiber of and it's like, three people hate that, but most people are fine. And I I do agree with you that.

And IT really felt like there was a problem, and they were solving IT. And in some cases, IT was the problem with apples on making his. Apple was at that time like a pretty crummy company, and I got Better.

And now it's just like, okay, you're at the top, your game. What do you do next? They're like, we do IT at night and that's ough mostly .

a mostly that we have sold. The problem involved the instructions of new category, right? Uh, so the ipod, they watched the ipod launch event, right? He's like a thousands ones in your pocket.

Creative jew box in the audience fear.

right? He put up a picture of that thing. Like, thing sucks.

yeah. Like he really did. He was like, here's the M, P.

Three players of the day. Here's the ones that our flash memory. Here's a hard drive ones. These sock, I made a good one. yeah. And and then every ipod, every year after he invented a reason, well, was like why they were bad. And they they like fix IT, whatever. The ipad, if you watch the ipad one IT is remarkable actually because he is like you have a phone in a laptop and there's some there's space in between. He brought .

like a coffee armchair on stage. Like that was, that was the thing. That was the armchair computer, right? Like that was he did such a good job of that.

He had a show to put on for you. You know what? Ever see jobs to see jobs? I'm just saying that was the thing. And I think apple has now gotten to this place where these are. It's an information al, we all set around and watch at twenty three minute information al night just really like one that was shot like what I understand people like to this about that, but as A T, V show, yeah, they should have done more vampire voices. I will.

Tim cook kinds did one with the first good evening. And Johnson chargee was like, welcome to my lab and he was clearly, if they had lot of me, you would have done the whole thing in the voice, yes, but those are the only two I got out of IT. There are some eyes blinking in the background and whatever, all saying, and this is the most minor criticism, because we actually about the products, the show of IT, ever since it's become A T V show, has veered into just sort of regular marketing in not the apple will identify a thing that everyone is frustrated with or has never thought of and show you something the vision pro is, are usually that product now, right? It's the new category.

It's the new use cases, but they didn't have .

a problem to solve for IT.

I would say, is the problem yeah and .

what was seok s but ah I don't we don't need to over index on whether the twenty three minute last minute mac informatie was like the best apple king note of all. When I say we've lost the plot of why people watch these is if you just watched them now the only problem have to solve is like five years ago, you ought to until that and I should buy new one and that's not .

a great problem to solve. Yeah yeah. Which I think is why they're leaning ever harder into press, right? And that's like that was so much of what this event was about.

I just give thinking about when they launched the mac pro, we were getting demo s of IT and seeing how things worked. The demo was literally avatar AR. Yeah, that is like, this is these computers are so good.

Imagine if you were making the most complicated movie ever made in history, you would need this mac pro. And just like are at sick, like how many chrome taps can not handle like I we've just gotten into these tiny niches where this stuff, especially. Having to do this every year, right? They give up, only had to tell this story every five years.

He wouldn't be that hard telling everybody about a computer. Twenty eighteen, why the entry macbook prois gonna blow your mind is not complicated, but they have to keep telling this story year after year after year. And and IT does.

You can just see IT gets sort of smaller and smaller and smaller. The people who are sort of actually meaningly going to notice the thing over last year. And again, in a lot, that's a really good thing like these are great, super mature products. IT just IT just makes this particular job more charter.

I think. Yeah, that's why how does IT in hawaii? Yes, because they they read into the same issue like all of the processor companies have been dealing with this for very long time.

And apples know how to record with that too. We're like you. These speed improvements are nice, but they're mainly nice for we look back five years and most people in our industry don't care about that.

And a lot of our readers probably don't care about IT, like my brother who has a five year old computer. My care. But but that those people who who tune into these events for to see the next big thing don't care about us. Small speed up.

I will say there was one problem that created that they solved a greater claim at which was the touch far, then the butterflies keyboard, the butterfly board, the other lack of ports on the mack book pro. And they they fixed at a couple of years ago and best computer have our own. And then this year was the end of the thirteen ended bank .

pro with the touch war. Yeah, yeah. If you feel like we have kind of been memorializing IT since it's updating a lot of the same updates, everybody else that was kind of sitting off in the corner by itself, clearly on its last legs, yeah but this year, they're like, no, we're done.

Yeah, we're putting the stake in the heart. We're sult the earth. We're closing the door.

We're done with that and it's a good vpi.

Yeah, i'm bringing IT applying, but I did. Uh, I I I still liked the concept of the thing I still wish they had, like leaned in on the touch bar. But the touch bar was really a placeholder for the the m one like the touch bar came out because they wanted to show everybody they cared about laptops because in two thousand sixteen, they didn't care about laptops.

They were running all the market post had as well in them from like twenty fourteen or twenty thirteen. And and they're like going to know we care, we care. So look, we've got this cool new way of thinking about computers, put a touch bar in IT. And everybody is like, cool. What can we do with that? They like.

get back to you. Yeah.

but it's cool. And then a few years ago that we got one, and this is really cool, really like, oh, that is cool. I want that. And so I always feel I was just a playful ler to keep people invested in April laptops until the real deal showed up a few years later.

right? That's a very kind way of thinking about the touch.

I was just, you know, when you care about something that deeply, you're always looking for the .

good yeah yeah I think they made a giant mistake in a few minutes for years. But honestly, I think that was a period where they thought the future computing was the ipad and they were pushing irin tns ipad and the mac was languishing yeah and and everyone thought you need to put a touch train on the mac. So maybe some people kind of there is a bloomberg report, by the way, this week or the week before or garman said a forthcoming touch screen mac, oh w, this is the real thing. And who knows .

yeah one day but this was .

the height of what you might call apple's touch era um and they weren't going to do IT on the max want to can boss the ipad in anyway. They're like you want a touch Green on the mac. Here's a weird .

little one also the .

keyboard is garbage and has no ports and people resolutely refused for the that eye until I read the macbook air. And eventually I one came out. And then the weird thing um was they did the good macbook pro, the fourteen enisa macbook pro.

They did the macbook air. The macbook air got all way to m to. And this weird, dumb thirteen age macbook pro of the touch bar just persisted. I went, it's like two years beyond its exploration that at least.

yeah, I wanted know who are the people? Who are the people still buying at there at the end?

Some people, I don't know, man, we we wrote a story, a couple of we go about somebody who about a we you the other day, there's people out there there there's people out there doing up. But no, I think I think apple made two mistakes with the touch bar, which I do not believe still to this day was a fundamental bad .

IT is a good concept mistake number one.

looked down at your laptop right now. And if you're in your car, imagine a lap.

If you're in your car, you have the ability to look down at your laptop right now, pull over in your car and .

also call the verge cash line because you are our people ah do you see do you see how you have all the function buttons on on your laptop? Do you see there are still some space above IT between that where there's just space? Put the touch bar there.

That's the answer. Like they said, what if we took away a bunch of button you love and replace IT with mostly nothing like that's terrible. That's not anything I still believe to this day that if the first version of the touch bar had kept the escape key, the touch bar had like a sixty percent chance to be successful.

But IT was because I didn't have the escape key in all of us, this very basic thing that professional computer users do all day, every day, became harder because your finger couldn't find IT anymore, like instant disaster. Yes, that mistake, number one, was getting rid of keys. People used to add this weird thing that no one ever asked for.

mr. Me, too, was stopping investing in IT. Like apple has a good history of saying we care about this thing and thus you developers should figure out what to do with IT.

And if IT does that long enough, IT usually works. And on the touch bar for like fifteen minutes, they were like, can build cool apps. And then they were like, god, never mind, we're probably going to bail in this idea.

So they had a huge problem here. They do this all the time. The best example of this iphone, where they bring high and feature to iphone pro. And the next year, the regular iphone gets IT and the everyone has IT yeah and the developers like, well, look, the school stuff, apple mate and i've got some ideas and you too. They never brought the touch .

bar out of the macbook .

pro x and even .

out of the because they knew IT was bad. They were watching all these pro users stare at their horrible keyboards and they thought themselves, we cannot give this to the general public.

hence mistake. Number one, yes, like you can't get rid of the function keys. Yeah it's like if apple was like, look, we built this cool touch bar, but also we just scramble all your letter keys around like, no.

don't do that. Like it's dead. It's amazing to me that we spent this much time going to touch for which I have finally vanquis shed they and act like three new processors in four different computers. Now.

we talked about all that on wednesday. Who cares?

You know what we talked to earlier about how they didn't solve the problem during this event? They did. They get rid the touch.

Yes.

they get rid of the touch bar. They solved a problem. If they LED with that.

like, see, that's a good halloween show. yeah. Tim cook dressed up as the grim raper, chasing A D. Q and a touch bar outfit down the hallway. I went to watch two hours that would I preorder at the end.

I don't want to watch that show, but I want to watch gifts of IT. I would watch .

the tiktok clips that's good to be on the deep dive on the main essence. Once they shows every you quickly, they basically spect bumped the fourteen ancient sixteen macbook pro. They speak month.

The imac. They did not do a bigger screen size. They spent in like an in order amount of time saying that twenty four point five inches, four point five k display was perfect.

Send you a lot like the touch paris gonna revolutionized .

IT was just a lot of like, this is the perfect size in between four k and five k it's, is IT or is IT just the size in between fork and five?

Just the one you already made .

a lot of I am dying, uh, because I really wanted a new twenty seven. I actually replaced my twenty fifteen, twenty seven and mac that I already rescued from its planned obsolescence in our studio.

Could you use, get like a mac studio and slap .

in on the but then I like brian monitor other stuff. Anyway, we they just sent me a new U. S, B.

Audio interface for recording in home because my alone is am flaking out. Yeah, i'm aware it's the U. S.

B, C. Only going to get a new mac. So I I just buy .

the new twenty .

and seven and try now. Now I going to buy this little baby .

mac that my in laws had a twenty seven inch imac from I think twenty or eleven possibly even like two thousand nine. They had this thing forever ah and I finally got to the point where it's like they tried to load the tax website and I just didn't IT was like this, this computer is a security risk like we can do this anymore guys uh, so they've been asking me for like a year and a half.

When is the twenty seven enjoy coming out? And I kept saying I went from, I think it's gona happen. Give you a minute to I don't think this is gonna en because the max studio on the studio to display the answers.

So I got them to buy a mac mini and a monitor, which I actually think IT is a cheaper combo and works just as well. But setting this thing up for them gave me like a real, a new understanding of why the imac is great. Yeah, because I had to buy them a webcam where to go through this whole crazy regional with their keyboard. Because you can set up a mac without a keyboard and you can connect a keyboard without setting up your mac. So you need a wired keyboard, which no one has because it's twenty twenty three and i'm not a PC game that's real.

Yeah, IT does not like blue tooth. I always have to scramble.

The advice they give you on the internet is keep a wired keyboard around, just in case you have to set up a computer fork. So I went through this whole thing and like, we eventually got that set up, and I was like, boy, IT would have been really nice if I could have just, like, pulled a thing out of a box plugged in.

Look, i'm an imac person. That's why my, I has all the stuff flood into IT, including an ancient flicky USB audio in your face and through your place. So you got to buy new c so I got a new c yeah that's .

that's called verse logic there there there .

really makes a lot of sense when you think about IT. Um i'm just going to buy like a twenty seventeen. I like with the U S.

B. C. This is my idea. Um let's talk my shot on iphone for two minutes.

okay? So at the end of the event apple puts up a labels, has shot on iphone. Yeah I want I know why they're able to do this. Now we will come to that. And then a little bit later, they released and behind the scenes, and they show massive production, but cool, bolted to the front .

of iphones and stuff like you. Yeah, big lies, big lenses.

You like drone shots. And see g, it's A T, V. They made a TV shot.

Apple is A T V company like a high end one made show. great. Uh, so we have a story. Here's what they mean. When I say shot on my iphone and the story IT contains almost no take, there's I will get to IT but IT contains almost no take. It's just here's all the stuff.

Here's that if you want to do this to cost us much money, people are freaking out that we're like accusing apple life and it's like, no, this is just at the end of the video doesn't show you the stuff is just a shot on iphone. And in the very obvious thing that they want you to think is that you can do this with the iphone and then it's cool. They should be behind the scenes.

What you need to do if you just want to do your and they did the same thing with Olivia rodrigo, right? She's the music of the shot iphone. They're running national ads during football games showing the thing in a simple but they are not hiding the ball.

But shot on iphone is meant to make you feel good about the iphone, not make you consider the production is is just marketing? Yeah, I feel great about iphones. I don't know.

I bear no ill will towards the iphone because I put IT in the but the point of IT is like workout cool. The iphone is, if you had an iphone, you too to be some combination of vampire tim cook in Olivia rodrigo. That's how why I feel every time.

And that's the dream. Yes.

whatever. I I think people are upset about this for IT like the I am smarter than you reason, like you know, IT a of your avigdor, you know, instinct to be that apple has a lot of lights, britain, when they shoot to take on iphone, in the idea that other people would know that and that would be surprising to them and make them feel feelings of apple, just made a bunch of apple people mad. That's like, basically my Sunny of this controversy, whatever it's like.

All I did was make me realized that all of those shot on iphone photos, but also have .

had lights. And so you can do, if you give me enough lights, I can make any camera look good, actually, not me. If you give back a enough, you can make IT.

That's great. Like that's well known. Any person who is played with hotoke phy, he knows, like giving enough lights and lenders and stuff, you can pretty much break any camera.

I think the reason they're able to shot on iphone with the iphone fifteen pro max or whatever is not the camera system is that they can get the footage of the phone at USB c speeds. yep. And that shoot and log would you software? I I bet if apple wanted to write a custom version of IOS that could shooting log, they could do IT.

But the fifteen cannot do IT for everybody. And IT has the hard word capability of getting the footage of the phone. And so these are two things that are very important for pros and apple showing off.

Like, look, the sensor and thing and the thing is good enough where you can replace a professional Cameron, some context if you have inflates and professional things. But that's a very hard thing to communicate. Like we've changed the port to U.

S, B, C. So now you can shoot a professional production on the phone. You want to wait six days to get the files off the phone.

I would say not. The world's greatest marketing message shot an iphone. Very good. Yeah.

yeah. I think to me, the chAllenge is always that when we talk about smartphone shooting, it's it's kind of two different things that actually are totally different, but everybody kind of wants to have the best worth worth. So on the one side, you have something like this, which is like a very high and production.

And basically all they did was take out a fancy camera like they took out a can in ca and put in an iphone. Otherwise the whole set up is essentially the same. And that's actually what they say in the behind the sees videos that one of the cool of things about IT is how little of the process they had to change.

They can still see the footage. All there are monitors. They can still do this up in real time.

They can to get all the stuff that they need, like plug and play, into an otherwise very expensive professional set up is one side thing, right? The other thing we talk about with smart phone photos, video is that that lets you do stuff you couldn't do otherwise, right? Like I remember, Anthony word ands team used to talk about this stick when they started shooting with iphones and restaurants instead of big T, V cameras that changed the vibe.

And you can just get places you couldn't otherwise like nature photographers talk about this two that, like, you can get up closer things with a phone in a way that you can't with a giant camera, the giant lens. And so we have this idea that when we say things like shot on iphone, the the mental image is like a person holding a phone up in front of their face. That's obviously not how IT works. Like no professional anything is actually shot that way. But the mental image that I think apple and everyone else wants you to have when you think about that is that is essentially tim cooks standing there and like, I don't know crag fitter y guy standing.

they're just like me.

I if you think about IT for one and a half seconds, that's obviously not what's going on.

But like this is one thing I think this is what people are they're like mad about is they've thought about IT. And sometimes when other people learn something, a reaction of people on the internet to get very mad about that.

I mean, I do that anytime someone says, have you heard of this film? Yeah, I guess .

so weird. D of all the film, I think it's very human. I'm not blame anybody for this reaction ah. I'm just saying I think I am identifying a thing that is happening that has nothing to do with whether marketing allies the difference between a professional camera shot and crag mitterrand a foot, of course, in the marketing a lies the difference between those two things. It's an ad like it's the richest company in the worlds making at like the I .

really want to g to shoot the next iphone he he's .

just chasing Olivia go around he crash cars, innovate higher iphone uh that's that whatever you can feel how we want, I hope you enjoy your phone. Please shoot more and and send to us um .

be not the other group of .

people that was really man at us this week that I mentioned at the top of the show o professionals who again I really encourage you to one go reader piece by manages kago Lewis, the culture of seo which no one ever writes about.

We can get to the piece, but then read the comments from the angry seo people because the comments are some of the best formatted most, or like if they could have put h two in the comments for Better search discover ability, they would have IT is amazing. Keywords are impacted ble IT is the funniest thing about this whole situations, the seo professionals being made of us, but doing perfect seo by instinct in all of the places where they're yelling at us. Uh, chef cus, so we have this big package all year.

It's been the running theme of our year. If you care about A I and you think A I is transfer matic, which I I think a lot of people do. And you are looking at the canon of c plus, A I generated content that is being fired at every platform in the world.

You like, oh boy, the webs gonna be weird. Oh boy, what's google going to do? What google going to do when he starts doing more of the generated answers instead of just ten blue links?

What's apple going to do when google starts doing that in their search revenue deal? Changes in big ways, like if if you undo search in any way, the knock on effects are gigantic. IT is the architecture of the wet. So I just like right about.

do we talk about the melting egg thing? No, on this show yet. Did you guys see this? This is just the tiny as little version of this thing, and it's it's just my favorite.

So quora, the question and the answer website has been doing, uh, work with A, I generated answers to people's questions. It's possible that I misremembering this, but I don't think so. There is a question on corner that said, can you melt an egg? And so ChatGPT through cora answered, yes, you can take, which you obviously cannot.

Uh, google index is cora because it's a higher king site full of good user generator content. So now, if you google, can you melt an eg? Google says, yes, you can melt an eg, even though that's not true.

So then a bunch of news outlets pick up this story about being able to melt in eg, which feeds more data back into these general systems. And so now there's all kinds of data on the internet in which phrases like you can melt eg. Exist on high drinking websites.

And so we got to the point where the question, can you melt an egg? E became like absolute certainty to google through all of the signals that IT wants about how things should work because one little tiny AI set of they fixed, they have fixed IT since. But that's like they are going to be.

I don't know.

the infinity of examples because .

they just google did. And apparently the most common way, melton ex. Using a stove or microwave that's from T N N support dot com. Good, trusted source for account.

So if you good, good example, everyone, we did IT. If you think that these things are worth talking about, you might direct resources at covering the present state of google and the web and how we got here, google search, so that you might be a Better position to cover what happens next, which appears to be a snake eating its tail of melted eggs.

And pretty soon .

we will all be melting the google.

These are just crazy outcomes, right? And they are cultural shaping outcomes. Uh, a real reason that the flat earth conspiracy has as much traction as IT does is because every time another NBA player says they believe in a flat earth conspiracy, people google in in in a million website see that in google trends, and they write about flat earth stuff. Kp, and that is just a feedback loop that has made more people be like flat earth is a reasonable debate to have, because I see IT in the information ecosystem.

We've written that story.

put IT in this, that so was just one of the weirdest things as I am. Go explain how searched me the flatter happening. And we did. It's kind of weird that people .

forgot that the google bomb exist.

So we wrote that, sorry. So in our package, right, we wrote an entire story about how the culture, our broader pop culture, for a minute, the algorithm, the center of IT was the google search algorithm, ran brother cloth that story for yeah and now the algorithm, the center of the culture is the tiktok algorithm. Maybe three years ago, the algorithm center of culture was the youtube gorizia.

There's a brief, enduring moment. Where is the instagram algorithm that provided you the cardigans? Just the open instagram. But I could do .

here's another one I just watched them on.

E yeah but but they are like masters one platform. They haven't jump to another, right? It's just I think it's important to look at the search algorithm and say this thing once ran the culture. It's still how information is organised around the world. Everyone writes to IT.

I mean, I think about S. U. It's not my roman empire, but it's up there.

What a frisk .

see that it's a tiktok for. Yep, the algorithm, the center of the culture, is it's ever changing what you can almost always identify. So writing on these pieces will link to all of them.

Last week, we had a piece about restaurant naming themselves near me. Me wrote, it's incredible. It's a thy food near me as a real restaurant.

Can go to a new york food, actually quite good. Me, he says. So link to that. We've got a bunch this this week.

IT was a manual GLE is writing with the culture of people who practice seo, not technical seo tips, of which this piece contained none. I and I, everyone like responding to IT as though this is how to do seo. No, no, no. This is a piece about the the culture of the people who practice IT professionally and the conferences they go to, and how they talk about google .

and five and a half foot long alligator into five .

in the conference. Is that in ford, a generally florida as a concept is in this piece quite a lot. And what is I would just point out, everyone, this is like a well known thing you can do.

You can say we're sitting in the financial district in new ork. I would like to write a piece of about the culture of finance. Process is like a real thing. Many magazines do all the time because they're carton ish, and then they .

make movies about IT. And they started in order to to caro true.

And very rarely do the movies contain technical explanations of what the finance brows are doing, all how to do. You get great, like many television shows are about the culture of being a lawyer. Very rarely to suits ever get any part of the law right? I can't watch the show is so bad.

It's everywhere. The algorithms just want to make me want to IT. But just a thing, right? The culture of a profession is a reasonable thing to write about yeah so our pieces of the culture of the profession and like how they feel about doing a thing that scammers do to make money and that other people do to just get you to go to their daughters office or whatever piece is great is is a bunch of characters.

Because the people who are best seo make a lot of money, and they have silly cars and they buy alligators with the conferences, and they're just loud characters. And one of the central points of this story is the guy, google, he used to sort of manage the seo industry, was guy in mccue who talk to us a story matt has been out of google forever. He went to the U.

S. Digital service under barack obama. Used, and the government is A C.

T. O. I think the U. S, S. In google, to replace him, hired a whole bunch people.

One of people was going to dani solve and danny solving in street, a journalist here, an a site called search engine land. I used to be a regular reader of search engine land. Now this guy works at google and sort of interfaces with people who wanted to see you.

The people in our story are like things changed when one guy left in, another guy came in, which is a totally reasonable thing to say, right? The posture of the company changed when the sort of ad hot guy in two thousand nine was doing IT, and then he left. They built an entire function to replace him in the face. That function is the guy dan is been doing a song time. I think having I know a lot of people who are report on search, we have done a lot of story about search. I think the scrutiny of search and what that is and how IT works is frustrated to people google who are in general idea, stick about what I should do, right? There's a trial like David this week published the list of the was a top ten most lucrative search terms in twenty eighteen yeah in the idea of that search is a deeply commercial business really rankles google, but IT is their entire business.

I don't think that's true. No, I don't like I actually don't think google is like afraid of the idea that IT makes money from search. Like actually think that does oneself up too far.

I think what google believes honestly like at its corporate center is that what's good for google is good for the web. And by making google Better and giving more people more access to google, google has made the web Better. Like soon appropriate said that in court this week.

I genuinely believe that, that is I think that google as a company believes and so for us to come in and hey, essentially that what you've done is you've created a game to be won. And what everybody is doing is doing these things in order to win IT. And by doing so, they're ruining the internet is actually what we're saying to google is like and I I think it's true. I think you look at the internet, IT is like provably true at this point, but everything is google. By trying to grow google, you've not only grow on the web, you've reinvented vizz to the web yet to make IT worse in order to serve you Better.

right? If I was to say you, how do you win the instagram algorithm? You have a mental model in your head yeah abcd reals or but like in that in the moment of instagram s greatest power, you have a mental model of how that incentives structure worked.

I want to say you, how do you win the tiktok alga? You may not have a mental model. How do you win the logan paul era youtube algorithm? You probably have a mental model, right?

It's not a good one, but yeah.

but it's there, right? Like you do a bunch of pranks with your brows, like whatever all those things change that come and go. But the idea that there is algorithm can be gamed. People try to game IT that leads to a type of content or a culture of those creators. When we go talk to the platform companies, the idea that we're doing a story like this never surprises them and never rankles them and ever irritate them.

And just the thing that we do when we have been going to do IT with search, hey, there's an algorithm that creates a bunch of incentives and there is a bunch of creators out there we're trying to game the algorithm. And that means the culture of the web and the contents create looks like a response to intense ves. That's why I think google very frustrated.

Oh, I think that's right. yeah. I think because I think what google would tell you is that IT is designed to reflect the best of the web. And in reality, what I did was decide what the best of the web is and then force everyone into that specific box.

right? In the particular thing that danny rat or peace, he doesn't like IT because his characterised being so good, unhappy with her reporter in the piece um and we link to danny's response on the mate. You can read that too.

But where he and I ve been going back on on threats is google keeps saying we publish all of these guidelines and we tell people not to do the things that the guidelines can say. Like the response to every one of our pieces about google search this year has been that's not what the guideline say, which is thousands of pages in and also in the next breath through out. The best thing to do is not read the guidelines.

Yeah, just make great content, just make great stuff. And like what why do you publish these guidelines, right, if you don't want anyone to read them? And there's a real tension in there, like if you are a person who builds a website, our website, a lot of the schema of our website is designed for google.

Like the the underpinning of the layouts of our pages are designed to be predictable for google. Okay, like I don't feel bad about that. I I want ourself to be searched and discoverable, but I also don't want us to write headlines for the google search robot and to write headlines for people. And like there's a real tension there. In one of the things that makes the attention worse, I think, for on the web in general, is google doesn't like recognize attention exist so that when the people, when scams right headlines to fool google, they win or win the company.

We see this a lot in in our industry and elsewhere. I think we all think about seo a lot. That is one of the reasons the story means a lot of people at the verge is because we have to think about seo.

It's important. And we have to think, okay, well, how far do we go? Because there is that way where you can win the web yeah, and you can show, prove everyone that you can melt an egg.

We are six months away from one of our major competitors. Ors emerging is like a totally A I written content form. exactly. I feel IT in my bones. That is the thing we will compete against with next year for search.

I mean, that's exactly what happening. We're seeing our major competitors go down that road after we already watch them go and do things like, you know, say, hey, check out the hands on for the new iphone fifteen pro two weeks before IT was in. Just can can we .

just do some S O camera dance? Yes, commentors have real commentors have done. yes. So the one out is talking about, we have a lot of competence to a month before device. Any devices released, they will put up a page .

and is a hands on page is basically a holding page. The headline of the top, a lot of the copy is about the hands on, and there will be a come back on this day to check IT out.

This is just as a game like, I think that's fake. And now we have covered this a lot too. We have big competitors like G, O, media and senate and others who are running trials of A I generated content. And their staff s are furious, the people who make the work happy this, but the corporations are doing, and they all say the same excuse, which is we have to learn how to use this stuff. And like, you are learning nothing, yeah.

what have you learned? But the other one I think I guess, to be won a lot of people have encountered is when you searched for some kind of coupons on the internet, the number of sites that you would not expect to have a sneaky hidden coupons page for bed bathroom beyond, nevertheless has a snickey hidden page for bed bath beyond is like alarming.

And I just bought a solo stuff. I took the coupon right from my duck com that was totally weird experience of supporting my friends yeah and it's I mean.

this is a thing we have talked about a lot in this. Sure, there is like there's an internet for humans and internet for robots and google is the robots. Yeah, like it's it's A I is becoming the robots.

But google has been the robots for a really long time and IT has demanded a lot of people's time and energy because at the end of IT, it's the discovery engine for the internet. And google, like really would love you to believe what they always say, which is just do good stuff and will help people find IT. And I think anyone who has ever tried to do good stuff in the internet can tell you it's not it's just not .

nearly that people yeah and that's the dispute. You can all evaluate the disclosure. We have a website. There are people at our company that professionally do this year.

And if you google things, you might find our website here.

Our website is decided to be surfaced .

in google search there. So I want people to read my stuff.

right? Maybe not that for now. This is like running chat B T in the corner or places all um there is one danny calls out when we redesigning the site he says I emailed me and wanted to know about some S A question which is your email him and said we're this quick post anything our internal us team, we're having a debate about whether to index the quick post is the truth thing is like danny, the search is on I know him.

I tell them that question um and he was he was like this he read the guidelines that's what danny said, which is the thing that he is supposed to do professionally what he says everybody is read guidelines, no special treatment for anyone. And I don't know the guidelines are helping me here because they are designed to tell people who spam affiliate links not to get down right in our quick post, aren't that. But they're also very short.

And like the folk wisdom of seo is that short things are bad, like there's all this stuff and which change the answer. And his answer is like, do its best great like that. That's a totally, I presume, a totally reasonable in action. And then we do index a quick post because we don't want to take the traffic on the pages by having something that might be whatever. Okay, let's take a Normal sort of like business conversation that you might have. We didn't have any terms that was just advice, right? But I Operating to the search y is on it's on a commercial conversation and at the wrong said that has and I know danny, so he calls us up IT is to say, like us, caring about I C O somehow negates us from criticizing the .

practice of S O. In fact, IT makes us more like qualified to critique. I feel much more qualified.

I do the .

thing yeah like I do IT all the time.

I have a lot of commenters like but you have yeah post want you to reader .

website um if do .

you want to reader website but I also just like just turn the number all the way I will conceit we are the worst socks s in the internet with the worst. We're going to find you and we're going to sell you some concerns tomorrow. You looking for a wireless plan, get that.

So that would be great if we sold wireless plans. Don't buy any of them. None of these will let you do surgery on a grape.

All conceded to you all the way. That doesn't change. They do that people who practice the culture anyway, you can tell that I can write this lot. Yeah, I want to come back with thing that you said very quick. We can rent this up like google doesn't care if you think that search of the business you were in the courtroom this week where literally the sea of google was talking about google search as a business and what that means and how IT works in a big deal with apple, what's gone on there.

IT was really interesting because the deal with apple has been the story of the trial so far. Like fundamentally, if you really want to boil this entire and rest trial down to one question is, is IT anti competitive for google to give apple what we now know to be eighteen billion dollars year in order to be the default engine to fry like that? IT? That's the whole question.

Because even if that one deal goes away, everyone else testifying is saying that blows the search market wide open. But so sooner, but I gave this like long, mostly on spicy testimony, like exciting at all, was very spicy. Soon are less spicy.

But essentially what he argued over and over is that, like google is a business, it's a competitive business. There are a lot of things out. Their part of google's line is that, like everyone is coming for search all the time.

Provoker rag van, who run search for google, talk a lot about tiktok and vertical search engines in this idea that like people look for information and lots of places, and that's fundamental. What google does is very competitive on. And soon the proteges keep saying, look, we give all these companies all this money because IT IT, IT makes us more money.

And like, it's just that simple, like google wouldn't give apple eighteen billion dollars year if google didn't make more than eighteen billion dollars a year as a result, right? Like john h. Fit line, the lawyer for google asked him about, he gave a fushi duty to shareholders to make money, right? Like, yeah, we do these deals because they are good value and google is a business and when people use our search engine, we make money from IT. Like that fact is not unclear to anyone, right?

I think if you want to talk about the ways in which google search has gotten worse over time, which of many people perceive that IT has, if you want to talk about whether there are too many ads or google hindes affect that, their ads, A I is gonna room in the quality of your search of attack. That's all really interesting questions. But google coming out here and basically saying, like we are a business, we make an awful lot of money.

What do you want from us? Like the the idea that google started out as this company at in the relatively early days of the web and said, we are going to bet on the web. We are going to bet that we can be essentially infrastructure for the entire web and that if we help more people do more stuff on the web, that will a crew value back to google. That has been one of the great bets of business here of all time.

Like holy god, was that a good idea from google twenty five years ago? And the question in front of google, and that was kind of put a sooner or a bunch ways, is like, has that turned like, are you no longer good for the web because you're so big, because you're so powerful, because you're so sort of singular in your power as that infrastructural layer? And that obviously we charge a question and answer, and obviously soon is not going to say yes, we're too big, is a huge problem. But that thing that they bet on the web and the web got to take over the world, and so do google, is like the central tension of all of this because it's like at what point does that go from? I think we all rooted for a google for a very long time because IT was .

true that I think that I think a lot of our listen .

looking for goole for sure, like IT, IT was IT was a company that believed in the internet yeah at time that I think IT was good to have a .

company that in many ways, when we interact with people from various companies, the people from google.

easily the most sincere yeah. And they want the we B2Be a g oo d pla ce ful l of goo d thi ngs tha t peo ple can acc ess and use. Like, I think that rules.

When does that turn on you? And you become you have to tamp down the web to keep IT the way that you want. IT, that's the question. And like his google tipped over that line was what soon, or was kind of being asked indirectly over and over. And IT was, I was fascinated, and I see IT to still down.

I would point we were going to the school, David, a story google emp is forever google package when google clearly went over the line, yeah and had to roll in all back. But that's such a fun example.

right? Because google is like OK. If we don't do this, facebook will, right? Like it's that's a response to a real threat from a company that was like actively trying to destroy the open web. Like that's just like naked aggression against you.

And so google did what I decided to do, I think, was way too far over the line. But to respond to that in some way and say we have to preserve the open web, not wrong and not out of bounds with what google had always said that I was. But it's just it's that same thing. It's like where do you go from? What's good for the web is good for gool and everybody wins to we have to keep the web just like this so that google can .

keep winning yeah and I think the the interesting thing about the to like dominant algorithm theory is IT a weird that the web is shaped for search, that there is no other discovery engine, that there is other are competing incentive. You can just make a weird website in sort of assume google will find that right.

And it's really telling that google now is even struggling to do that. It's trying to find all these new ways to show yourself. It's try to the more multi media search and it's just like, I don't know, have you found yourselves on one of those pages where you do a google search and instead of getting a bunch of links to stuff, just show you like vertical videos.

Yeah IT feels bad. I don't like IT. Yes, I click out .

every especially it's like i'm trying to figure out how to grow something.

I know I think that it's because you don't know that you can ever get back there something really permanent about doing a google searching and finding a page. And I looked the through.

some of these all come back to whatever for me, I was just got a matter to watch a video.

I just want to go.

And I told the video is sorry and yes.

OK we go to a break. I just this very we get documents out of this trial, apple laded internal presentation that said, android is a massive tracking device and they try to deal with fantastic, very good. Hi, will we are back?

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Hey, italian from dec with the laptop. We spent a lot of time talking about some of the most important people in taking business about what they're putting resources to and why do they think it's so critical for the future. That's why we're doing this special series diving into some of the most unique ways companies are spending money today.

For instance, what does that mean to start buying and using A I at work? How much is that costing companies? What products are they buying? And most importantly, what are they doing with IT and of course, podcasts? Yes, the thing you're listening to you right now, well, it's increasingly being produced directly by companies like venture capital firms, investment funds and a new crop of creators who one day want to be investors themselves.

And what is actually going on with these acquisitions this year, especially in A I space, why are so many big players in tech deciding not to acquire and instead license that can hire away cofounder ers? The answer, IT turns out, is a lot more complicated than that seems you'll hear all that and more this month. I'm decoder with the litel presented by strike. You can listen to the coder whatever you get your podcast.

Back, we went very long talking about gool search. So we're in, we're doing the back. Hf, the shows two lightning rounds. This one is the streaming .

lightning round.

My stress take away. A lot .

happened this week. I'm going to kick IT off with casey boys, who is currently running HBO. And during the early days of the the pandemic was a little too interest phone and was directing people to direct in turns to harass or not to harassed, but to troll critics online of HBO shows this is .

like warn or media classic move.

Yeah steric. He has since apologize. Oh, because this this all came out because one of those in turns is suing the company for wrongful termination. So i'll came out from that in this big rolling stone peace, all about the company lot, really good reporting at that peace SHE go tracked IT down but since in kissing places addressed IT and he was basically like I was two into my phone and now I just see him when i'm angry at critics and dead oh.

is that that's really that's the the you know huge feet of self realization that he's gone true.

Direct message itself.

So is damming .

his criticism more. And I would, I would rather, I would rather have tim cook come into my dms. Be like, that was a real route thing you said about that phone.

The flash was good. Yeah, I would. I think I rather like.

prefer that. What when he trying to say a casey boys.

okay, I have two. I have two things to say. Casey boys, casey, I know you're listings.

So pull over your car. Take notes. Think of one is user own burners. Man, come on, i'm all for having burners. NBA athletes do IT.

Everybody has a burner that they use just for looking at accounts just in case they like one by accident. Everybody, everybody has burners. Betta have your own burners.

And if you're not and have your own burners, at least like do IT for reeling IT like a bat farm, you know I mean, like he he did this like half measure that is like if you're going to go for IT, go for IT, otherwise just pretend you like a rain stranger and defend yourself and you'll never get caught and you will be very funny. This is the weird worst way to do IT to like yellow, your distant to defend you on the internet. I don't that he .

he says it's much Better now because he has many of them are gracious enough to engage with him back and forth. So it's much Better now instead of having the intern say you soak because that was that was the just of the ones they confirmed we're coming from from this person. Me OK.

I'm going to disagree that you good. I want an army of in turns with burn accounts, which we there critics, and if you're interested in this job, can you see him super chest of the verge that and will see, we'll see what happens next, we'll pay you in.

But also, those critics are not being very gracious because they didn't know that the army of anonymity ns was tweet you sucked at them wasn't like IT wasn't like case is like, hey, so others weird and on accounts that twisting you, suck at you. That was me. I prefer to start dying now now, oh yes, of course, casey, come in.

Like, no, he just started damming them. Here's it's staying on entry of max. Here's my lightning around one. In the grand scheme of everything getting more expensive, if you are on h po max and you add add free now I can charge you more money for four k you .

legacy add free account how much my pain now I miss this and very upset.

You have to go to twenty six month. So if you're on the standard, if you're on the standard, add free, one that you used to get four cay on, which I think is sixteen box a month, you're going to lose four k you have to upgrade the ultimate a twenty box a month. And then for came back.

I mean, I can have any money for my children?

I don't have any. Did we get my named max? I get nothing for this. I should get a substantial .

discount where we land on her. Would you cancel your streaming services before you gave up for K? A lot of people agreed with me.

That's that's what i'm going to say is a lot of people agree that yeah, they would rather cancel, then give up.

Four K Y was most back, honestly.

the on dacy of max, who was late to fork and half asked for kay and is still half asking for to expect me to pay more. I'm gonna do IT, but i'm going to be so furious.

The old time. This is the problem with millennia.

Yes.

this is the interview. And over to twenty dollars a month of garbage fork. You know, children.

what doing with .

my life do you know recently? yes. So i've been sort of systematically going and downgrade ding everything to the ad plans.

because I just ads. I give me ads .

b strange thing I discovered is that I love IT because it's a phone break. I now like four times an hour, I get a phone break. So I don't look at my phone during shows anymore because I know that in seven minutes i'm going to get three minutes to look at red IT or check my text or whatever and then we're going to its perfect.

It's just like a tiny little intermission where whatever is happening on the T. V, happens on the T. V.

But I get to look at tiktok. You have some horrible you're watching like four A P survivor on a garbage fast service, looking at your phone and for three minute drones.

and is sitting next to you doing spelling me. And i'm sitting here. I do connections. During one I look at redit. During another one, I check my email and slacked during another one, and then at the into the hour, and i've watched the whole show. It's perfect.

I like this. What's you're lighting around one beyond your batty about watching him?

What if there is an ad break, which is no ads, is just silence on the TV for two, everybody gets a phone break yeah exactly.

Mine is uh disney .

appears to be actually ferial about to own all of who, which we've kind of known as coming for a while but IT seems like um approximately one minute after comcast was allowed to exercise the clause that would force this need to buy the rest of who do I did so now comes apart where disney and conchas have to figure out what who do is worth, which I think it's going to be really fascinating.

They set this up in such a way, basically, and alex create me from wrong. I think I understand this right, which is that a bunch of years ago, when they made this deal that would allowed is need to eventually buy all of who do they valued, who look about twenty seven billion dollars, which meant that the roughly third of the service that comcast owned was worth like eight and change billion dollars. Now that's the minimum Price disney is going to have to pay.

If the Price has gone down since then. Sucks for disney is up to pay that money. I don't think IT has if that Price has gone up, disney is going to have to pay the eight and change plus whatever percentage difference there is based on the new valuation flu.

So the question now is what is who leu worth in the market? And we're about to find out it's a deeply weird time in the streaming world. Streaming is both like ascendant and a mess. I have no idea, but I think figuring out how much money this is, especially for disney, which is not in a super good position to be writing checks for eight plus billion dollars at this moment in time, it's a Better get really weird.

I think it's going to a force disney to actually think about what it's doing .

and what is tragedy is I don't think .

this he's been doing that lately.

IT is a weird time and ancestral when the cover of variety is as marvel screw yeah which is a peace worth reading yeah a great peace.

Um I I wrote kind an addition to IT it's on the site right now ah they don't know how marvel like marvel just in a bad spot and and the piece was very kind of weird because IT refused to blame Kevin vi who who runs moral studios for anything but then everything seemed quietly like they would be like, yes, there's someone at the top and we don't know what to do like weird story but yeah, I think disney has to figure out it's it's got multiple services um for a long time is like this is for adults and disney glasses for babies and maybe it's going to merge the two together.

It's also got the hou live subscription and is a reason all of our subscribers there, but not as many as you think who lose their way below disney plus and subscriptions. So it's kind be like they they are own all they own everything on IT because is all fox in in A B C shows. So they own everything.

And just like, what do you? I don't know. I I think the all the people who have to to figure this, the Price out, are gonna fight, like the comcast in the disney folks. I want to be in that way of watching those two groups fight each other, because that's gonna really cool.

But one assumes the disney is planning to csp n in conchas knows this, and they would like some of that money to come back to contests for disclosure. And the universal division of contest is a minority investor, vox media, a parent company. We produce a netflix show which you should go watch and told the future of I was exactly to produce through that show. It's it's really quick, good.

But I hope we see based .

in favor of that show you watch, watch yeah IT.

I think it's off now have televisions.

I think those are the ones that are implicated in this conversation. Again, again, our site is discoverable in .

the search.

We have a tiktok account.

We use youtube two more.

We want an amy this week ah and me her youtube serious friend big bias and favor winning emi's just know you can't trust anything we say if it's not when is in my one thing before we move .

on from the streaming stuff, uh, there was a big debate on our comments on the who is anything about whether if you're going come, if you're disney and you're gna, combine all your streaming services, a disney plus or should gal who U I think this is the most obvious question ever. But i'm curious what you to .

think um I think if if disney knew what they were doing, they would call IT who no yes a hundred percent because disney itself has a very specific brand identity and that's what you mean.

the best brand identity potentially of any brand anywhere on planet earth.

But also disney .

is the good brand that's IT. It's a good brand and happiness .

and one of beckley's hts, say. Out loud. What is the difference between hulu and roku? And I looked at her and I was like, you know what that is a surprisingly deep and meaningful and .

good question is a good question IT, right? I think that's .

a good question.

but it's just TV stuff. Yeah but the problem with disney is that disney is not just disney. It's it's abc. Walt, for now, it's abc.

It's aspect. It's all of .

these things and they're running in the exact same problem as hba or as Warner brothers. And one brothers obviously went with the incredible max. And here's the real opportunity for them to be like we're going to do that. Disney plus was always .

kind of a stupid name because I was. And thing to x, you can date many mouse. It's going to be amazing, going to be great. We take a break right back with lightning around party. We are back.

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OK very back. Can I started with my favorite thing of the entire week, absolute favor thing in the entire week, something, anything we covered, it's it's a thing that t fl. Truck covered on tiktok by the tfl truck, one of my all time favorite. They're just it's just a website about trucks. They rule.

It's great there some car show the guys like, and here is the four hundred fifty lightning at the boral above and he goes, the board guy is like, so you've built an exhaust system for the f one fifty lightning and the guy looks to us it's really more of an after market sound solution. And then he goes, IT can play futuristic sounds too. This is a thing that happens in this video.

I lost my mind. I've watched him say it's really more of an after market sounds solution a thousand times in the confidence. It's really more of an aftermarket keys and solution.

What he means by this is that there are speakers mounted under the bumper of the truck. And then when he pushes the accelerator down and makes engine sounds and the cell very complicated, right, he's like, look, we're logged into the systems the truck were. We're measuring the distance, soldati pedals pushed the floor, the load on the engine, we've got simulated gearshift sounds on an electric truck.

And then he's like, and there's there's button and nabs. There's one knob switches between four preset. One is the volume you can change the precepts on your phone to futuristic sounds is really worth an actual market and solution.

And then is like, here's you can set IT to right now. Money is a four truck. He's like a heavy silver adda to the charger.

And like there was a meeting that the exhaust company bore was a famous exhaust company and they had a meeting and know this EV thing is killing us. No one's gone to buy exhaust pipes for us anymore, headers out the window. We're not doing this.

What's our plan? And someone like after market sound solutions, we're of what speakers on the trucks and want to make four truck sounds like they have heavy vates in them. How are they gna rule? There was a meeting, alex.

I love IT just go watching. It's not even our video. I just quick posted a tiktok from another publication because I can't get enough with this guy saying it's really more of an after market sounds solution.

There was a period of time like two months ago, I would say where nei, you must a couple of shows in a row. You are super busy. Uh, you didn't do the iphone review this year.

You were doing code. You are moving. Lot was going up and we got to watch for emails being like is nearly leaving and he's going after like some big job. And I want everyone to know that when new I does leave IT will be to do the .

thing he just described just now.

I will leave us to go do after work that sound solution truck tiktok. And that will be the end. The only thing every day I disappears, look for him on truck tiktok. So IT will be I just .

to go wash the video. Well, it's just the confidence. It's really more of an an extra Marks and solution.

You're very like I feel confident listening.

Do you say that .

I just like you're .

the way I just the number of companies that are solving the sort of like political culture war of E. S. By being like you are going to do, we put speakers on the car and we're to make him sound like they burn gas and that all fix IT dodgers doing this. They are called the fret sonic EXO system and they won't admit that they are putting speakers under the car. At least boral is like gets .

ah what does that sound? When is like crossing water?

Like the speakers are rounding IT was really good.

actually was really good, really good.

Did you to drive your battery power truck into some Better make IT bubble and very confident that that's .

a good situation. Did you say it's called red sonic or re sonic frosted ic onic? That's fantastic.

That's whatever .

man I was worse. Um okay, mine is Chris person in front of the verge has a great story up on the site where he hacked a robot vacuum to make IT more like secure because robot vacuum the go around your house, you are hopely wein parents when they are going around your house yeah always where parent and then they're mapping your house, they're mapping everything and then they're uploading all of that to the cloud.

And now IT is typically pretty secure. IT is also a privacy potential privacy anywhere yeah and and so he had to go use this. This project called vali.

Trudeau is a great name, bill trudeau, valley.

trudel valley trudel. And and so he uses project to hack a robot vacuum and and make IT just connected IT from the cloud and will make IT work and do all the stuff. And IT worked.

But you know, he's hacking. This is not just he's in the system. He's physically removing boards and adding new boards.

And he was working on this for a while. He's working with believe dancy for and dam. We just be like, I just got all these pictures of robot vacuum, but this going on over there.

Has you thought what had adding after marts and solution to this robot? Uu, full silver ottava powering to the living room?

It's gonna sound great, but the story is really cool. And and I love the idea of IT, especially as the other day, like I kept having to stand in front of my robot vacuum cleaner and I would like bump into me and I like, oh my god, none of these photos can ever like be leaked because it's just the worst to look for you, just horrible because it's like it's from your feet up.

So it's like it's basically even worse than that one where you pull your phone out and you go to check something in the cameras facing you and are not accepting IT. You've got four ches. There's like twelve chins on your pass on your face. There's a lot of chins happening and and nobody needs to see that. So I I feel like I kind of want to hack my now my .

robot has become a supervillain in my house. The noise that the little like baba thing that IT does right before IT starts scares the hell out of my dog for some reason. SHE like literally asking any the vacuum on to move. Soon he hears that noise, which is for some reason will occasionally just make renewable out of nowhere.

SHE just goes flying upstairs and hides in the bed under the covers and will not come back for hours and are eleven one and thought he is now crawling like a maniac and he sees this little glowing light and he presses the button because that's fun. And then IT moves and IT hits him and he doesn't like that. And then it's like, oh, I have to get around this.

So IT just keeps moving a little bit like an issue of time and just bashing into his legs over over. So I have to I have to figure out a place to put the robot vacuum that is somehow accessible to no one, but can still vacuum my floors. So if anyone has any, like sneaky hiding place.

and you just get an apparatus for your child.

I get the ring flying camera. That would be really.

every time I ever about expensive vacation, it's been tired than the like thirty dollar of vacuum we bought on. Or like Young.

we were in a hotel in tennesee a couple of weeks ago and the the one vacuum that they had in there was this like piece crap does devil that weight, nothing. And all anyone talked about, all weekend was held nice. IT was because I was so late and small. Yeah, just like this piece of junk vacuum is like my favorite thing i've ever used to clean force.

because IT wait, nothing. I have a thousand dollar L. G.

Vacuum with wifi that empties itself into a stand. I thought this was so cool. IT looks so good.

Man 啊， i just like looking at IT. Yeah, we have thirty dollars shark that just outperforms that. They come on and go. Just all that money is in the wifi ship is not in the part that sucks.

I haven't run four times a week and that .

kind of helps. I ve never had any .

look for about that.

And I if we could .

title this episode of the podcast, the asian situation, I would very much appreciate that.

Only great for seo. No one's google and action situation.

Mine is, I was speaking between two google things. One is that now you can put the chrome. You are L B on.

I S, down the bottom. Most controversial decision on the internet for a while there, if you could remember. But the one end of using was google is now selling, like in pre registries, that I N G domains.

A fun fact to that means I am obsessed. The domain names, I find them totally fascinating. There was a thing like ten years ago where I can was like, we're going to put out a million new kinds of domains.

You can be that pizza, you can be dot restaurant, you can be doubt online. And we're going to reinvent the way people think about web pages. Instead of trying to be a that com. You can just be know Alfredo's dot pizza and that's your restaurant that didn't work at all. And if you go to like a messaging system or email or slack or whatever, most of those only image p as you are else, which I would argue is like pretty spectacular failure.

So now goods out here trying to make that I N G happen in their thing is like, if you want IT to be, you know, if you're a flight booking company, you do book dot I N G or fly dot I N G and they're charging a ton of money for IT or that I N G what should be ring I missing? And if you want your Victoria Victory secret, if you're Tiffany is, or whoever, hundred and thirty thousand dollars a year for this domain, me and I just think google has been way out in front of these. They are called top level omair, or till these and all of these, like alternate, till these google has been out in front of for forever. Dot X Y Z has actually been very, very successful as a kind of catch all thing that A I had a moment that social has kind of had a moment. And now google is gna try really, really, really hard to make that in a thing I.

I really wanted. Have they see me role?

That very good. Alex.

I don't have .

a two hundred thousand dollars.

Can I have some money?

I got an idea. I didn't google leave the domains business.

Google domains business I not even sold, I think just gave to square space, which some people are very mad about yeah. But he still has its like overarching T L D registry thing. So I like administers these data names, but IT doesn't not do the buying and selling and management .

after they going have message in, let to get on. This is just college chat, put, put, put full manifestation, just college change, all will be forgiven, the government will give up your their antitrust trials will stop covering seo just .

call .

IT g use pot that's your disclosure. If they just college chat will be back all the way off a deal, no deal. A last one I want to call out x had its first all hands with elon in Linda carreno.

Alex heath has the full transcript of that meeting. You should go read IT just to witness the wild vasovagal of elan making stuff up and Linda having to pretend IT was part of the plan yet. There's one point where I don't remember exactly what he was saying.

IT was like, i'd like to start with this and was obviously surprised to her. And he was like, i'd raise my hand to be a part of that. perfect.

Yeah, perfect. It's very good. That's what you want out of your seo. Just complete the file. And surprised love .

chaos had a good piece.

We got a bunch of good stuff on the site this week is in addition to the things people are very unhappy about. Liz has been covering the F, T, X trial. Same bank and free was on the stand.

He is lighting himself on fire. There is no other way to decried what is happening in the trial. That is, gona jail. You should read the coverage is a great writer, and she's having the time of her life cover in this trial.

And also, it's probably going to be over over there. There's a non zero chance that by the time you're listening to this, the a verdict has come in and we're going to talk about that on the show next year for sure. and.

It's going to be guilt.

I agree with .

that if we would be a shock if IT was not. We have a great video and y hawkings made about delivery robots, which is very cool if you should go watch that. I said back up one and amy this week, which is incredible gashing full frame and celebration and then like aside, we have time with a big feature this week on I see you should read we link in the genets and then uh, three, Mandy, he has a great piece about the E V.

Transition in the weird liminal spot is in right now where IT seems like it's ready to start happening but instead culture war, instead culture amErica twenty three and agree that but it's also the car makers are kind of blown IT, right? They assumed that all the demand for testers could be applied to their existing business models. And so they made big, stupid trucks instead of like little E S, that people want to buy, like hundred, like chavis.

Like look at our one hundred thousand dollars silo instead of look at our bolt, which is IT feels like an air, like the people who want to buy evs or not up there. Yeah, no, that's very please. You should read IT and to the south, obviously some covered to charge in newark in there.

And lastly, before we break, we wanted know how you got a chest on youtube. Are watching IT on youtube? Are you catching the east drugs in the background? Or you sticking with the podcast player? What do you like about to shown youtube, but don't like we know you want us to cut to more pictures of things in that chapter.

We will do all that stuff. But beyond that, what you want for us on youtube, we're growing on youtube. It's great. It's fun to be in the comments on youtube, but we make a Better let us know what you think in the comments .

on youtube in the multiple asche.

Be that much for just about.

And that's IT for the bird cast this week. Hey, we'd love to hear from you. Give us a call at eight, six, six bird one one the verge cast's production of the verge and box media podcast network. Our show is produced by Andrew marino and liam James. That's IT we'll .

seen next week.

Support for this episode comes from A W S. A W S, generate A A, I gives you the tools to power your business forward with the security and speed of the world's most experienced cloud.

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