Yeah, and it doesn't even change it - it just makes it more appealing for news to run with a story. Of course, the focus is on AI/authenticity angle; I'd thought they'd give some space for the plight of brand agency marketers (and cheap labor they subcontract to) being pushed out of their jobs by LLMs, but I guess that would require first explaining to people that it was those marketers who people were having their "relationships" with all along. But that's just too sad and complex to report on; it's more of an op ed stuff anyway.