Tom Capper in conversation with Gene Marks. Thanks to @Paychex Fill video https://www.youtube.com/watch?v=rW8F1oTAixc So the challenge is, okay, you're getting fewer clicks and so a lot of People think organic is getting less important, right, because they're getting fewer clicks. And that is true. But you're still going to make the purchase. You might still make the purchase. You're as likely to make the purchase buy organic as you ever were. But the challenge is now, okay, how can you influence that first part of the process? And that first part of the process is still built on organic. It's just in a much more nebulous way. Right. The AI is reading the pages that you were going to read yourself before and giving you a summary of them. So you still have an opportunity to influence. If you're a walking boot manufacturer, you might want to influence how you appear there. If you're a retailer, you might hope to be cited or you might try and influence, you might say, okay, top of f