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It's a really remarkable achievement that an essential piece of technical literacy has become: "You MUST ignore the first two inches of the Google result."

my wife googled “united airlines customer service” the other day and the AI summary seemed legit enough so she called the number that it listed. she got like 30 seconds into the call before they were asking for her BANK INFO. a scammer had gotten their number prominent enough that the AI grabbed it.

20 years ago in the heyday of banner ads we put the search box at the top of Technorati. People literally didn't see it in ux testing. They skipped that inch of the desktop page where banners went. We put a Technorati logo in the banner hole, moved the search box down and suddenly it was seen & used

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