This is, 100%, the underlying variable that has changed instrumentally. The last decade of transformation, as we've shifted from legacy information providers to a new set of actors in our social ecosystem, has been a decade-plus-long transition, and we still haven't kept up with that.
Now what's happening is the creation of generative AI content, plus a new reliance on AI as an information intermediary and platform itself. Those two phenomena are happening at a radically faster scale than the transition to social media. The problem is amplified.