Essays in my own voice about what search is becoming and how to read it honestly. Each one is grounded in dated, named sources; where the evidence is one run, it says so. The list is short by design and grows monthly.
2026-08-24
Why I named the AI Selection Problem
The industry is measuring visibility. The thing that changed is selection. Naming it was the only way to stop reporting the wrong unit.
2 min read
2026-08-24
Why I stopped trusting one screenshot
A screenshot of an AI answer is one observation under one set of conditions. Here is what it took to learn that, and what a reading looks like instead.
2 min read