#22 - The Myth of the All-Knowing Machine

In this episode of Over The Bull, Ken peels back the fantasy surrounding AI and Google’s so-called “all-knowing” powers. Using fantasy films as a launching point, we explore the common misconception that these systems magically understand everything online. But here’s the truth: without structure, even the smartest algorithms miss the point.

We ground the conversation with a practical tool—schema markup—a way to speak clearly to machines by structuring your website’s information. Schema isn’t sorcery—it’s a collaborative way to increase credibility, improve visibility, and help both Google and AI platforms actually understand what your business offers.

Whether you’re a small business owner or a digital marketer, this episode will show you how to stop chasing myths and start building with intent.

RESOURCES:

• Google Structured Data Guide: https://developers.google.com/search/docs/appearance/structured-data

• Schema.org (Official Site): https://schema.org

• Google’s Rich Results Test Tool: https://search.google.com/test/rich-results

• Google Structured Data Markup Helper: https://www.google.com/webmasters/markup-helper/

• JSON-LD Playground (for testing schema): https://json-ld.org/playground/

Transcript

SPEAKER_00: 0:00

You're listening to Over the Bull, where we cut through marketing noise. Here's your host, Ken Carroll.

SPEAKER_01: 0:09

John Wick, the Terminator, and Mad Max on this episode of Over the Bull. Hi, thank you for tuning in. This week, we're going to break down a little bit about the internet. And I wanted to start by taking you on a journey through the world of the mind. So I was listening to a podcast, I don't know, about a month, month and a half, could have been a little bit longer. And it was between a theist and an atheist. And these were top thinkers, you know, who were going at it. And you may remember the podcast if you run in certain circles. And one thing they were talking about in this podcast was the atheist was talking about how boring heaven would be. He said that, you know, in this world, there's a tension. All the movies have tension. Everything has tension in the world because they don't make movies where you're in a utopian existence. And in that utopian existence, you know, you just watch that for two hours. You know, there's always a rub, a friction, a bad guy. And the dystopian futures are the ones that are the most attractive to humans, right? And so I started thinking about this and I realized that, you know, in the mind, we look at fantasy as something that is attractive to us. You know, we imagine, you know, sometimes being the hero or we watch these tense moments, you know, for enjoyment, you know. But if we were to take those same situations and apply them to real life, you It would be anything but what reality is. You see, we're in a playground of imagination, and his response was in the playground of imagination. It wasn't in practical everyday life. For example, if you have a life and a family and you have everything going on, probably the last thing you would want is someone to hack your bank account and you go on a big journey to try to recoup the money. You probably wouldn't want harm to come to someone in your family or yourself, and you spend a long period of time trying to get justice for that experience. You probably don't want these things. But in the mind, in the imagination, when we watch certain things, we think that that dystopian future, because it's entertaining, is what we want. When in reality, we do want peace. I mean, a day where my family is safe, my kids are safe, my clients are in good shape, you know, there's not a lot of tension and we're able to function a fairly seamless day. Those are the best days. It's not the days where your spouse is kidnapped and you race through time and space in order to try to save that person. And it was stunning to me that This particular atheist, which I didn't know him, you know, I know about Hitchens and a lot of these other guys. But but, you know, when when you look at him, I was really surprised that he was someone who actually said these things and that people were listening. But, you know, the human mind does really good jobs of like putting together faults that are incoherent and making them seem as though they're logical. And a lot of times in the world we live as humans, we skip over the nuances in order to connect the dots and make sense of it and then build a worldview in which we live. But you see that the dystopian, the fantasy, is not what we really want in reality. We don't want these things. It's just something that we entertain in the recesses of our mind. And so a utopian existence obviously is a great existence. It's not one that's not. Now, if we transition that, let's move over to, as promised, let's talk about Mad Max. So, you know, the series, and I've loved the series, you know, I've gone back to when Mel Gibson played the character, and then after that, of course. But the idea is that it's that dystopian future, right? It's that dystopian reality where everything is sideways. You know, you have people who are even deformed. It looks like they have cancer growths and things like that. And it's very militant and, you know, everyone for themselves and all that. And in our mind, we go, wow, that's, you know, it's such an exciting premise to sit there and watch that for some people. And so then, you know, your mind kind of gets whisked away into thinking the drudgeries of daily life would not be as great as living in an environment like that. However, we also don't think of ourselves as the guy that gets run over by the car, you know, the incidental kill, the guy crossing the street to maybe go get some water and the hero or the bad guy takes him out. We also picture ourselves as being the hero of the movie and not the innocent bystander or a family's victims of a situation that gets out of hand between the two. So, we also don't think about why the bad guys are the bad guys and, you know, what their stories are because it's a narrative within a very limited scope. And so, we kind of take that and we kind of run with it. Same thing with the John Wick series. I just got through watching Ballerina, which is the latest installment from the John Wick world. And, you know, there are so many murders and so many things that are going on throughout that world. story you know uh i don't want to go into the premise i don't want to ruin it for you but but there's just a ton of things that uh you know a ton of killings and so if you could imagine you know the person in the beginning she goes through a situation where something happens and for the rest of the movie you know this person goes out and takes out a bunch of people you know in in In the movies, they make killing seem like eating a cheeseburger or something like that. But in reality, it's far, far from that. It's incredibly different. Then if you transition that to, say, the Terminator movies, we have this idea of Skynet, where– In Skynet, you know, it's a supercomputer, and it goes and ultimately it rises up against the people that created it. And when it comes online, now you have this war between computers and humans. And, of course, we have, you know, things such as time travel in the movie and other things that are just sensationalistic and kind of outside the scope of humanity, similar to knowing what's going on outside the universe is real. beyond the scope of humanity. It's in the place of a fantasy. And, but you know, it's, it's the playground of the mind. So when we look at the internet and we look at, um, artificial intelligence and we look at Google search results and we, we listen to what the media is saying, you know, such as they're saying that the, um, the large language models, or there'll be a point of where these computers become sentient. And once they become sentient, and I believe the number one point was around 2030, I don't know where it's at right now, but there's this idea that they're going one day, they're going to basically have a consciousness to them. But the weird thing is, is that as humans, we still can't define what consciousness is. You know, we have a hard time understanding these concepts for ourselves, and we actually wouldn't know if they became sentient or if they just simulate it to such a degree that fools us into thinking that they are sentient. Like, for example, if you were to take– they say you download your mind into a virtual existence, and in that virtual existence– you'd be able to, in theory, live forever or whatever. They're making a lot of assumptions. Number one is that memories and what makes a person what they are and what makes you what you are. You're actually a combination of your experiences and you assume identities throughout your life. You may assume the identity of a parent or a business owner or whatever. And then later a granddad, maybe a great granddad if you're lucky, and all those things. But as you go through, it's like you're assuming identities. And so to assume that we even know what consciousness is, is a little bit, in my opinion, it's silly. It's silly to think you can download a bunch of memories and all these other things and download someone, but we don't even know really what we're downloading. So basically what you would have is You could have just a really good virtual rendition of a person, and it does not contain the essence of the person. In other words, it doesn't take the person out. And through my belief system, I do not believe you can translate the spark of God to a computer. I think it's kind of a silly concept. So anyway, getting back to large language models and all that kind of stuff, we overthink it. We think that these systems, these Google algorithms and all these other things are so phenomenally complicated and so much smarter than human beings that they can do things that we can't. And they're almost a modern day magician. I believe it was Google that put out that they said that they were making an AI god. I forget where that quote was, but I believe I read that. And it's like, you know, we're making these presumptions that are a little bit silly, I mean, frankly, from my opinion. And we really kind of overshoot what exactly the technology does. And then it becomes more of mystery than of substance for people. So where am I going with all this? When it comes to marketing, the idea is that you want to show up on these search engines if you own a business. And you want to also be referenced by ChatGPT, Grok, and all these other large language models, Perplexity, you know, down the line. And Gemini, of course. Let's not forget that one. And the idea is you want your business to show up in those results. And if we think that the Internet is somehow so sophisticated that it thinks on its own and that this information solely goes to this whatever, this recipe that no one can know, and that basically the effort becomes nebulous. Like, what do we do? When we get our answers from Chad GPT, you know, how does that work? And so then you either stumble around in the dark or you start chasing different ideas and concepts. And a lot of businesses still chase the magic bullet theory, you know, where they think. one thing's going to solve all their problems. And, and then they bounce from person to person and they have these fantasies of their own of finding a person that has the magic bullet, their business grows, you know, magically and that they don't live in the real world where people price shop and people, um, look around at options and they work with people that they want to work with and that those things take time to, to get around to, you know, I talked to, uh, a business here recently, and it was amazing because we were talking about starting a new division. And he talked about the investment. He says, you know, there's years to get a return on investment with some of these concepts. And so he was prepared to understand that starting a new division didn't just automatically put him into black. In a similar fashion, we see that new businesses, when they start up, the established businesses do so much better. Well, why is that? They're established. People already trust them. They know where to go for stuff and they know what they're going to get. And so to switch to another company means that you need to be there at the right place and time, which is where things like awareness KPIs come in. And you have to be patient and you have to work harder if you're the new guy on the block versus being a company that's more established where you People already trust that brand. This is where branding comes in and building that trust factor and the top of mind awareness or TOMA, as they like to call it. And so when you think of large language models and you think of AI and you're coming back to it, you're like, well, what do I do? How do I practically do something? That's meaningful on the web rather than just giving somebody a monthly staple of ads that are running, and you may or may not know how effective those ads are based upon the people you're working with. Now, at Integris, this is where we've been talking a long time about the idea of building a the reputation of the company and avoiding the get-rich-quick modes when it comes to online marketing. Yes, your budget matters. Yes, you got to figure out the sandboxes you can play in for what you got. But you also have to come to a point of reality where if you don't fund certain things or put a serious financial effort into it with a serious group of people, then odds are you're going to fumble around in the dark. And it's a sad situation, but a lot of businesses, frankly, do that. And they think that if they just find that right person or whatever, that the world will just magically open up to them, which is a fantasy. So when we come back to these things like chat GPT and all this, the Internet is changing. And this is something I've been talking about for some time now. The evolution of the Internet is in hyperdrive. to use whatever science fiction term you want to use there to represent quick speed, but it's changing in a phenomenal way. And the statistics such as, you know, 800 million users plus with chat GPT, I believe as of late last year, earlier this year, you know, you realize that people are changing the way that they're doing things. I talked to a a person that is an entrepreneur, he's starting a business, smart guy. And he said that he never used Google searches anymore. He says, I just talk to chat, you know. And the thing is, is that you're finding that more and more people are shifting how they search and what they search for. And you find out that the old concepts of the sales funnel, they speed up too. where people can now get the answers that they want, enter into a conversation and make a purchase quicker than they would traditionally when they had to search for something and back out and then do another search and refine their search until they got to a point of purchase. And so then you get into those kind of situations. So what are one of the weapons that you can use in your business to help people AI out and help Google's algorithms out, because here's the deal. They're not sentient. OK, it's like if you really want to look at it in a practical way, what you can look at is it's a really sophisticated way to take information and give it to you in a meaningful way where it's going to save you a ton of time. And then it can also take that information, kind of recycle it and do different things with it. So let's talk about schema. This is where we're going to land the plane today. So schema, if we look at it, let me pull up Google's definition because, you know, when you do podcasts, people are always looking to point out little weird things, which is why I like to quote other people too, because, you know, I'm not just a lone gun out here trying to tell you things that aren't true, but it's actually what everybody's thinking. So, a schema in the context of a website, and this is Google's AI overview, we'll go ahead and do the AIO, remember, Google AI overview. Schema in the context of a website, also known as structured data or schema markup, refers to a specific vocabulary of code that you can add to your website's HTML. This code helps search engines like Google understand the content of your pages, leading to more informative search results and potentially higher click-through rates. Essentially, it's a way to tell search engines what your content is about using standardized tags. So let's break that down a little bit. Schema is a way for you to take stuff on your website, And then what you can do is you can format it in a way to where Google AI, Google's SERPs, chat, all these other guys can scour your website potentially. And then what they can do is take that information and understand what it is and then use that information in some of the richer search results areas and be a source of information for you. these ways to market your business, which essentially is those things. So what you need to do or think about in the terms of schema is do you want to take the time to or have someone take the time to properly mark up your language, which markup's a fancy word for just putting the right tags around things, helping these search engines understand and helping the AI systems understand what is on your site, and in the aspirations of gaining more visibility. So as you serve it up, make it easier for them to understand, then they can reference it easier, and the wheels on the bus go round and round. So schema is one of those things. It don't sound good, though, does it? Schema. It sounds like scheme, doesn't it? But it's actually a very good thing. And so the idea is there's actually, when you dive into this stuff, Let's go over here. I'll pull up my notes here real quick. So Google, first of all, they do tell you this scheme obviously is something very good. And they also highlight the fact that this does help your business show up in rich results. But the idea is that it has to be implemented on your website in a correct way. So if you could imagine when we talk about the do-it-yourself builders and things like that, why it's so important. Well, it just seems more and more silly the further along I get that, you know, they just seem to think that the average Joe can come in and start dropping in all these things and launch their own site. It's absolutely crazy if you live in this industry to think that business owners actually think that that works. And it's even more crazy if you think that a professional would use those tools when they've got a, you know, instead of an eight-pack box of crayons, they've got a You know, watercolor paints or, you know, something more sophisticated. But nonetheless, people are herd people, and herd mentality says, oh, well, those things work for whatever. X number of hundreds of thousands of businesses, so obviously it's good enough for my business too. That's the herd mentality. So remember, in the old day, I don't think this is actually true, but lemmings do walk off the cliff and they follow each other. It's kind of like that. Humans, they do that too. Well, if it's good enough for them, it's good enough for me, and then it's just a horrible way to think when it comes to the Internet. So schema, what it is, is you can do things like you can mark up different parts of a website. Like, for example, FAQs is a good example. What you can do is you can actually build a schema. around FAQs, and then you could make it more intelligible for these things to see your FAQs and then possibly present them in the chat stream as someone is asking questions. And you can become that point of reference. You can imagine the value of doing something like that. But let's look at how this can be really kind of messed up. Because the idea is that the owner of a business who's selling something will, one, either try to brainstorm questions, which isn't a bad thing in itself, but then sometimes they even trust their web person to create the FAQs, which I think is disastrous. But here's kind of the deal. So if you think about it, let's just take this FAQ schema. So What you've got is you've got this little bit of language. And by the way, if you go to, I'm trying to think of the website off the top of my head, it's schema.org actually. And if you go to schema.org, it'll actually show you the different kind of markups that you can do on your site. And so if you get back to the FAQs, what you can find out is that, yeah, you could do that. And you know what? Using your experience to create some questions and answers, it's not a bad thing in itself, right? But there are tools out there on the web where you can actually go through, find a topic, and then find out the most popular questions related to that topic. So what would a business rather do? Guess, use their experience, which is good, or would they rather have a list of questions that people are asking actively on the internet related to what they do? And then focus their attention on those questions. Now, the next thing is you can't feed the answers through AI. AI wants authoritative human content that is meaningful content, not the generic content that is often created through AI. And so they value human content. I've heard it said that AI hates AI content, but that's what it produces, correct? Correct. So the idea is you've got to answer the questions on your own. And we actually give a cheat sheet on how people should answer those questions, like what they should consider when they're doing it, such as the length, the focus, things like that. And then when you take that information and then you wrap it up into the proper schema, then you're kind of future-proofing your business. What you're doing is you're making it where current searches and current AI models and all that can recognize your data and possibly use it. But then you're also future-proofing it because it's also the best practice in order to do it. Now, the thing is that in business that you– One thing as an owner, you really need to understand as far as what I see, is that the majority of these SEO companies, web companies, they're not following best practices. Matter of fact, they're just kind of turning and burning a lot of projects. And so to be able to do something meaningful on the web, you have to insert your expertise. Like, for example, a good friend of mine and a client of mine for a gosh, over, I guess, over 20 years now, he's an electrician. Really, really good guy. And we're talking about these ideas. Now, could you imagine me writing the answers to the FAQs for his particular business based on his expertise and where he functions and then giving those answers to him? You can imagine that, one, it's probably going to be technically messed up. The other thing you would probably realize pretty quick is that it's not him. It's not speaking from the right tone or voice. And so what we're able to do is give him the homework, give him the data, and then send it to him. And then over a period of time, he's just going to feed us gradually real-world answers to those questions. So what he's doing essentially is he's he's creating a rhythm or we're creating a rhythm with him where he can provide us with real content. And then we can take that content, you know, check it out, make sure it's all grammatically correct. And then we could take that content and then we can use it in FAQs. Now, the other thing you could do, too, if you got an iPhone, you could actually he could actually take those questions and he could answer them by speaking into his phone. It transcribes it. And then we get the transcription of the answer. So it doesn't have to be this big elaborate effort to do it, but it does need to come from a source of experience. So we're recommending sometimes that people just talk into their phone and send us the transcript. You know, do whatever it takes to get us the right information that pertains to their specific business, and then we use that. So you can imagine that's a lot different than allowing your SEO guy or your web guy to create your FAQs for you on your behalf. And the reality is, is that it's much harder to put in systems and ask the client to do some work than it is just to do it. Because I realize that in the world of business, it's, hey, I just need to get this thing done. I need to knock this thing out. Well, in the world where your credibility is going to be your currency, being able to stand out with original content is going to be huge. Now, just as people are using do-it-yourself website builders to create websites, and they think those are effective, they're also going to use, a lot of people are going to use ChatGPT and these other systems to actually write the answers to the questions, and they're going to publish them, just like they do blog articles and all this other stuff, generic content, and what's going to happen is it's going to backfire. The reason being is that Google's already seeing the signals that AI content is messing up their search results. It's cluttering up their search results, and as such, they're going to respond to that. Now, if you think that Google cannot find AI content, you are mistaken. There are a used in the educational world in different arenas. And Grammarly's even got a tool where it can actually look and see if the content appears to be generated by AI. And then what it can do is actually say, hey, either fix this or you may want to put a citation with this or something like that. And so making sure that your content is original and it is based in your area and then properly marked up is phenomenally huge. Now, This is work, guys. This is not let's get out of the fantasy world where you find the right SEO guy, puts up a bunch of content, and the world goes round and round, and you're happy. Or you have a guy who's running your Google Ads to a little landing page, and it's worked always, and you're thinking it's always going to work. In the world of credibility, these things are breaking down. In the world of credibility... Google's never liked these little scrape websites that are standing out there, and they've done a lot to purge them from their search results. And so as you're seeing the games, as you're seeing the fantasy becoming untangled and are basically winding up, and you're seeing these models, now the idea is to provide the best possible data. Then you're able to see why things like schema are important. So you want to talk to your web guy about schema. How are you using schema? What's your idea with schema? And exactly how are we going to use that with our website and our content in order to show up in these richer results in both AI, Google, and the others? So I strongly recommend you look at that, and I'll provide you with a few resources at the bottom of the page where you can go look at schema.org. Again, that's S-C-H-E-M-A.org. And also, I'll pull up Google's information about that, too. Now, here's the really sad part of this. The real sad part is we're just playing by the rules that these companies have set forth when we're doing these things. We're trying to work with them to give them an accurate portrayal of the company. We're not trying to trick Google. And a lot of times people think they want to, you know, if there's like a little trick, like a secret code in the video game. Like I remember when I was a kid, I used to play a game called Contra and there was a cheat code that would give you 30 extra men. I mean, you probably know what I'm talking about. And it was like this great cheat code. Then you could beat the game. Well, these cheats today and these little things that people have done are now starting to go to the wayside and best practices are rising again to the surface. SEO, the term, is evolving at a rapid pace. And what SEO was a few years ago is not what SEO is today. And there are things that everything, basically everything needs to play together. And schema is just a piece of this. So Do not leave here thinking, oh, schema is going to solve my problems. No, schema is not going to solve your problems in itself, but just like a puzzle, it's a piece you're probably missing from your model and you need to think about it and you need to introduce this into your conversations. And then once you do that, you've got another checkbox checked off. And if you do this and work on things like your NAP score and other things that we've been talking about, your business will become more credible over time. And then you're going to gain more visibility. Similar to if you run ads to your main website and get away from these Google Ads guys who are doing these other things, you're going to be better off in the long term. Period. It's just that easy. So the one thing I wanted to also kind of talk to you a little bit about is the idea of indexing pages on Google. So this is a little bit related, but I just want to throw this out. Now, this is predicated based on a resource I read a couple weeks ago that talked about how ChatGPT typically doesn't refer to websites that are on the top 20 results on a Google search. So that tells you how independent these companies are and how they're doing it. So you can imagine the diversification of how you need to set things up and the importance of following best practices so that you can appeal to all of these search engines or large language models or whatever may have you in a meaningful way. And again, best practices are the way to do it. But the SERPs for Google, which is Search Engine Results Page, if you hear the term SERP, it's just a neat way to say once you search and you hit the search button and the results come up. That's just a fancy way to say that. And what you find when you talk about the SERPs is that Google's process of indexing websites and kind of ranking the content, for lack of a better word, is a lot different than, say, ChatGPT does its job to determine what it pulls up. And so they don't use the same resources or the same things. And yes, you could say Google is still the big dog, and I don't disagree with that for a second. I mean, they are. Numerically, you can't argue the point. But with the evolution of the web... If you live long enough, what you find out is that businesses climb and they topple, and then other people rise up, and other organizations and other ideas rise up, and then they grow, and then somebody thinks they're going to be around forever, and they topple too. Now, I'm not saying Google's going to topple. That's not the point. The point is that the market share could diversify dramatically, and the percentages at which people do certain things could also diversify. change dramatically as well, depending upon how everything goes. And this is still in the infancy state of this evolution of the web toward these LLMs or large language models. So best thing you can do is follow best practices as a business owner. And you probably don't know what best practices are, which is why you got to ask a lot of questions. And one of those questions could relate to a schema and not just, are you building an FAQ schema? Because the easy answer is yes. The real question is, well, are you building an FAQ schema? What questions are you asking? Where did you get the questions to begin with? Can I see the data on the questions? And how did you ensure that the answers you're giving to the FAQs relate to our business experience and focus on what we know as a business as opposed to what is generically known, which could be easily overlooked and not validated by one or more of these online resources? You see, it's a lot different than just ask, are you using schema? You know, that's a simple version of something you should dive into. So I think this is huge for a lot of reasons. One, we're unmasking the idea that AI and Google is this magic thing that has an infinite amount of knowledge and it just can go grab stuff and automatically understand it. They all readily admit we're working together to build a community of data. And the most important or the most credible data is going to rise to the surface. And in the world where, you know, this transition started to happen forever ago, where you go from nationwide searches to hyper-localizing, you know, results, then you've got a real opportunity if you do things right as opposed to trying to cheat the system. Now, I do want to conclude with this. I talked about this earlier. you still have to pay the bills, right? And the idea is if you're using a Google Ads company or using some ways that are not the best practices in the world for your credibility long-term, but you're making sales and you're seeing what's going on and you kind of want to keep that train moving, the idea is you do have to figure out how to move. And I understand that. But staying at home base and sticking your head back in the sand with practices that aren't the best in the world is definitely not the way to go about it. You know, you need to have a strategy where you move toward a plan and get ready for the ripples. And make sure you're not doing basically things that could get you into trouble. For example, number one, you don't want to fake reviews on Google Business. That's a really, really bad idea to fake reviews. Not just because you could get kicked off, you know, have your listing suspended by Google, but actually the Federal Trade Commission considers fake reviews a form of deceptive marketing. There are consumer protection violations and, you know, fines that you could You could go through and also lawsuits. And so the idea of trying to jump in line with fake reviews probably is not the best thing in the world you can do. And there are still services out there that do those things. So you see, it's like, is it really worth it to you? Similar cold email marketing, you know, getting hold of an SEO company that's not using best practices, not doing your homework. And the list goes on and on and on, not just with lost money that you're paying them, but also with lost time and hurting your reputation. All those things go into it. And a lot of these things are still kind of pseudo-working. If you go back and look at PBMs, for example, private blog networks, you're going to see that there's still a whole industry around this idea and that– This is all going to come full circle. So maybe next time I'll talk to you about a lot of these deceptive practices and what you can do to maybe identify them and avoid them because you should avoid them. All right. So also, hey, just let's finish up on a few things. I just blocked probably 20 or 30 cold emails to me. Some were promising our company leads for a few bucks a piece. Some were offering services. Some were offering farming things out to other countries. Let's see. What else was there? Oh, yeah, I get the occasional text messages or the loans. I'm sure you've gotten those things. And I get those cold emails from both these crazy little new startups, but then I also get them from big companies. Big phone companies are spamming me, and I don't seem like I can get off their list. Make sure you block those things, okay? Because you're not just saving yourself time. I mean, if you took... 10 minutes to answer each one of those emails, and you do six of them, well, 10 minutes times six is 60. That means you've lost an hour of your day entertaining these crazy notions and chasing fantasies. We live in the real world. Stop doing it. Just block them. Move on. And, you know, make sure you footnote the idea that you don't work with those companies because what you're doing is when you answer an email like that, What they do for pennies on the dollar, they go, ah, I got a lead. And then they're going to keep doing it to other people. So it's a good way to kind of keep the community clean. It's a good way to keep everything nice. And it's sending a message to the people that are sending those cold emails that it doesn't work. And so that's one of the things that we need to actually got. All right. So seriously, you know, in the last four years, I've been getting like text messages sent to me. by politicians, like inviting me to town square meetings and crazy stuff. It's like, what does that say about the politician? I mean, regardless if they can sneak it under some law or whatever, what does that say about them when they are mass producing text messages to everyone that don't want to be involved in it about attending a local town hall? You'll see that those games are just insane, insane. So from a nuanced perspective, you know, hey, don't play with these guys. Get out of the sandbox. Do things legitimately. Work with your people. Be patient. And know that doing things right is not doing things quick. You know that in every aspect of your life. Until next time.

SPEAKER_00: 42:05

Thanks for tuning in to Over the Bowl, brought to you by Integris Design, a full-service design and marketing agency out of Asheville, North Carolina. Until next time.