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Hmm, needed with fancy AI ready information
Its A1 all the way down.
“I figured that I could always fall back to those blue links to get a relatively unadulterated experience. Now, I have to wonder.”

When the last neutral layer goes, what's left is the people you chose to follow.

I've been sitting with that thought while building https://murmel.social

I can see this being a net benefit if it's limited to re-writing clickbait headlines.
This has been going on for at least three years, although perhaps they left more popular sites like The Verge alone. My wife's business rebranded three years ago and they kept the old brand as part of the title, presumably because there were lots of links pointing to it with the old title.