WEBVTT

1
00:00:00.120 --> 00:00:03.879
<v Speaker 1>It is time for Tech Tuesday with rich de Burrow,

2
00:00:04.040 --> 00:00:08.240
<v Speaker 1>our tech guy. He's also on KTLA every day, rich

3
00:00:08.279 --> 00:00:11.400
<v Speaker 1>on Tech every Saturday, right here on KFI eleven am

4
00:00:11.480 --> 00:00:15.839
<v Speaker 1>to two, Instagram at rich on Tech website, rich on

5
00:00:15.960 --> 00:00:16.760
<v Speaker 1>tech dot TV.

6
00:00:16.879 --> 00:00:19.800
<v Speaker 2>Good morning, Rich, Good morning too, Bill.

7
00:00:20.359 --> 00:00:23.800
<v Speaker 3>Okay, we have a few things to talk about.

8
00:00:24.679 --> 00:00:31.320
<v Speaker 1>Microsoft is making a push to go passwordless. How then

9
00:00:31.640 --> 00:00:34.799
<v Speaker 1>do you have the kind of security that you need

10
00:00:35.399 --> 00:00:37.399
<v Speaker 1>if there's no password there?

11
00:00:38.679 --> 00:00:41.920
<v Speaker 4>Well, I'll be honest, passwords are actually the worst security

12
00:00:42.000 --> 00:00:42.560
<v Speaker 4>in the world.

13
00:00:43.000 --> 00:00:45.399
<v Speaker 2>I know that sounds counterintuitive.

14
00:00:45.159 --> 00:00:48.920
<v Speaker 4>But they really are easy to crack, they're easy to steal,

15
00:00:49.359 --> 00:00:53.240
<v Speaker 4>they're easy to trick humans into handing them over. And

16
00:00:53.719 --> 00:00:56.759
<v Speaker 4>that's why Microsoft is really moving past passwords. And if

17
00:00:56.759 --> 00:00:59.520
<v Speaker 4>you look at a lot of the startups that I'm seeing,

18
00:00:59.679 --> 00:01:01.960
<v Speaker 4>when you and if you've signed up for a new

19
00:01:02.000 --> 00:01:04.959
<v Speaker 4>product or service lately, you might have noticed when you

20
00:01:05.000 --> 00:01:07.200
<v Speaker 4>go to the website, it says put your email address,

21
00:01:07.239 --> 00:01:09.560
<v Speaker 4>and you put your email in. The next thing does

22
00:01:09.599 --> 00:01:13.000
<v Speaker 4>not say create a password. It says we just emailed

23
00:01:13.040 --> 00:01:16.480
<v Speaker 4>you a code. Pop that code in or click what's

24
00:01:16.519 --> 00:01:18.959
<v Speaker 4>called a magic link, and that magic link you go

25
00:01:19.000 --> 00:01:20.920
<v Speaker 4>to your email, you click it and next thing you know,

26
00:01:20.959 --> 00:01:24.159
<v Speaker 4>you're logged into that website. So this is definitely a

27
00:01:24.159 --> 00:01:27.439
<v Speaker 4>trend we're seeing. Passwords are not going away overnight. But

28
00:01:28.079 --> 00:01:31.040
<v Speaker 4>Microsoft is a big company that is really trying to

29
00:01:31.079 --> 00:01:32.680
<v Speaker 4>push people to stop using them.

30
00:01:32.959 --> 00:01:36.159
<v Speaker 2>So what do you use instead? Is that your question?

31
00:01:36.599 --> 00:01:37.560
<v Speaker 3>Face recognition?

32
00:01:38.760 --> 00:01:40.959
<v Speaker 4>Yeah, so it could be your face, it could be

33
00:01:40.959 --> 00:01:44.319
<v Speaker 4>your fingerprint or even a pin. And you know, they

34
00:01:44.319 --> 00:01:46.920
<v Speaker 4>say these are eight times faster than logging in. And

35
00:01:46.959 --> 00:01:49.200
<v Speaker 4>really this is all part of something called past keys.

36
00:01:49.680 --> 00:01:51.319
<v Speaker 4>So Bill, let me paint you the picture of what

37
00:01:51.359 --> 00:01:53.159
<v Speaker 4>happens in the future. Let's say you get rid of

38
00:01:53.200 --> 00:01:56.359
<v Speaker 4>your Microsoft password, which they're actually telling people, log onto

39
00:01:56.359 --> 00:01:57.120
<v Speaker 4>your account.

40
00:01:56.879 --> 00:01:58.120
<v Speaker 2>And literally delete it.

41
00:01:58.439 --> 00:02:01.120
<v Speaker 4>And so once you do that, the next time you

42
00:02:01.200 --> 00:02:04.239
<v Speaker 4>log in, it'll say, hey, we just pushed a notification

43
00:02:04.319 --> 00:02:08.759
<v Speaker 4>to your phone. Go to your phone and do your

44
00:02:08.800 --> 00:02:12.560
<v Speaker 4>typical authentication, whether that's your face, your fingerprint, or your pin,

45
00:02:13.039 --> 00:02:14.759
<v Speaker 4>and the website will log you in.

46
00:02:15.960 --> 00:02:16.360
<v Speaker 3>Huh.

47
00:02:16.400 --> 00:02:18.840
<v Speaker 1>One of the things I and maybe I'm off track

48
00:02:18.879 --> 00:02:22.439
<v Speaker 1>here because I'm not your tech Maven, That's why you're

49
00:02:22.479 --> 00:02:27.280
<v Speaker 1>on the show. But whenever I get a code for

50
00:02:27.400 --> 00:02:31.719
<v Speaker 1>my bank or whatever for authentication, and I use my phone,

51
00:02:32.159 --> 00:02:35.199
<v Speaker 1>I don't use computers. Maybe that's my problem because my

52
00:02:35.240 --> 00:02:38.120
<v Speaker 1>phone is my computer, so it gives me the code

53
00:02:38.919 --> 00:02:41.759
<v Speaker 1>and I have to memorize that number because I'm switching

54
00:02:41.840 --> 00:02:44.280
<v Speaker 1>over to the program itself.

55
00:02:44.919 --> 00:02:46.080
<v Speaker 3>Am I doing something wrong?

56
00:02:47.639 --> 00:02:52.479
<v Speaker 4>Well, there is an option on the iPhone to automatically

57
00:02:52.560 --> 00:02:57.759
<v Speaker 4>have that code populate into the keyboard. So you should

58
00:02:57.879 --> 00:03:01.319
<v Speaker 4>see a little option where that code coming from Messages

59
00:03:01.840 --> 00:03:04.759
<v Speaker 4>should like appear right in the keyboard, like above the

60
00:03:04.879 --> 00:03:07.800
<v Speaker 4>keyboard list. And that's pretty common for a lot of

61
00:03:07.800 --> 00:03:11.120
<v Speaker 4>these apps to do. That is to basically, your Messages

62
00:03:11.159 --> 00:03:13.400
<v Speaker 4>app is reading that you've got a one time code

63
00:03:13.840 --> 00:03:15.080
<v Speaker 4>and it's putting that there.

64
00:03:15.120 --> 00:03:17.439
<v Speaker 2>So look for that next time bill because that does help.

65
00:03:17.919 --> 00:03:19.879
<v Speaker 4>Otherwise, Yeah, you're right, you have to swipe to the

66
00:03:19.919 --> 00:03:22.479
<v Speaker 4>other app, copy the code, put it back in. Especially

67
00:03:22.520 --> 00:03:24.840
<v Speaker 4>when you're on an email situation where they email you

68
00:03:24.840 --> 00:03:26.919
<v Speaker 4>the code, you got to go to your email. But

69
00:03:26.960 --> 00:03:29.280
<v Speaker 4>I'm telling you there's a reason for all of this.

70
00:03:29.479 --> 00:03:32.520
<v Speaker 4>It's because and Microsoft said, by the way, they are

71
00:03:32.520 --> 00:03:36.479
<v Speaker 4>dealing with seven thousand password attacks per second right now,

72
00:03:36.759 --> 00:03:40.280
<v Speaker 4>which is double last year's rate. And these new systems

73
00:03:40.319 --> 00:03:43.719
<v Speaker 4>are much more resistant to phishing because let's just say

74
00:03:43.719 --> 00:03:47.039
<v Speaker 4>you set up a pass key on your Microsoft account,

75
00:03:47.319 --> 00:03:49.560
<v Speaker 4>you go to a fake Microsoft account that's trying to

76
00:03:49.560 --> 00:03:51.759
<v Speaker 4>log you know, get you to log in. It's not

77
00:03:51.840 --> 00:03:55.400
<v Speaker 4>going to trigger that little activation to your phone or

78
00:03:55.400 --> 00:03:57.280
<v Speaker 4>to your computer to say, hey, you know, log in

79
00:03:57.319 --> 00:04:00.680
<v Speaker 4>with your password or your face, your fingerprint, because it can't.

80
00:04:00.719 --> 00:04:03.599
<v Speaker 2>It's a fake website. It doesn't have that connection. So

81
00:04:03.800 --> 00:04:05.199
<v Speaker 2>this is going to be a slow process.

82
00:04:05.240 --> 00:04:07.680
<v Speaker 4>I know it's it's kind of confusing, but at the

83
00:04:07.719 --> 00:04:09.840
<v Speaker 4>end of the day, we're very used to opening up

84
00:04:09.840 --> 00:04:13.680
<v Speaker 4>our phone with our face or our fingerprint or passcode.

85
00:04:14.159 --> 00:04:16.040
<v Speaker 4>That's going to be kind of the new way to

86
00:04:16.439 --> 00:04:19.600
<v Speaker 4>authenticate all of these apps that we're logging into as well,

87
00:04:19.639 --> 00:04:21.600
<v Speaker 4>and websites and things like that.

88
00:04:22.480 --> 00:04:25.879
<v Speaker 1>Okay, moving over something that I actually know something about

89
00:04:26.120 --> 00:04:28.800
<v Speaker 1>use all the time, and that's Roku.

90
00:04:29.720 --> 00:04:31.959
<v Speaker 3>Uh and uh, this is uh.

91
00:04:32.079 --> 00:04:35.720
<v Speaker 1>And I'm switching over from Roku just to my smart

92
00:04:35.759 --> 00:04:38.680
<v Speaker 1>TV because I find Roku a pain in the ass.

93
00:04:39.240 --> 00:04:39.360
<v Speaker 4>Uh.

94
00:04:39.759 --> 00:04:41.920
<v Speaker 3>We're going to do.

95
00:04:41.959 --> 00:04:46.879
<v Speaker 2>I yeah, yeah, I do. I don't know why smart

96
00:04:46.920 --> 00:04:48.839
<v Speaker 2>TV running, what kind of operating system?

97
00:04:49.040 --> 00:04:50.079
<v Speaker 3>How the hell do I know?

98
00:04:52.120 --> 00:04:55.600
<v Speaker 1>Well, I know it's you know, it's let me tell you,

99
00:04:55.680 --> 00:04:57.279
<v Speaker 1>it's my wife who's the tech maven.

100
00:04:57.439 --> 00:04:59.519
<v Speaker 3>I don't even know how phones.

101
00:04:59.240 --> 00:05:02.000
<v Speaker 1>Work without a wired to the wall, for God's sake.

102
00:05:03.040 --> 00:05:07.439
<v Speaker 1>So that's where I'm at. But here is the issue.

103
00:05:07.600 --> 00:05:12.560
<v Speaker 1>Roku users are starting to see ads when they pause content.

104
00:05:12.639 --> 00:05:15.199
<v Speaker 3>And I pause all the time.

105
00:05:16.040 --> 00:05:18.920
<v Speaker 1>I've got to go get I've got a p i've

106
00:05:19.000 --> 00:05:21.319
<v Speaker 1>got to deal with the dogs.

107
00:05:20.879 --> 00:05:24.759
<v Speaker 3>And so I pause it and then move on. Big problem.

108
00:05:24.839 --> 00:05:27.519
<v Speaker 3>Huh is this what roku is really gonna do?

109
00:05:28.759 --> 00:05:31.040
<v Speaker 4>Yeah, this is what they're gonna do. And so this

110
00:05:31.120 --> 00:05:34.680
<v Speaker 4>is a new feature called pause ads. So when you

111
00:05:34.720 --> 00:05:38.519
<v Speaker 4>pause your movie or TV show, a static AD will

112
00:05:38.560 --> 00:05:41.040
<v Speaker 4>show up on the screen. And typically it's an AD

113
00:05:41.120 --> 00:05:45.279
<v Speaker 4>along with a QR code for something. If it works properly,

114
00:05:45.480 --> 00:05:49.160
<v Speaker 4>it's something that's related to maybe your search history, or

115
00:05:49.199 --> 00:05:51.399
<v Speaker 4>they somehow have built a profile of the things that

116
00:05:51.439 --> 00:05:54.040
<v Speaker 4>you might be interested based on your age or where

117
00:05:54.079 --> 00:05:57.480
<v Speaker 4>you live, things like that. And this is appearing across

118
00:05:57.560 --> 00:06:01.319
<v Speaker 4>multiple apps on the row, and people are starting to

119
00:06:01.360 --> 00:06:04.839
<v Speaker 4>see this and yeah, this is a feature that we're seeing,

120
00:06:04.920 --> 00:06:07.279
<v Speaker 4>or I guess a trend we're seeing across lots of

121
00:06:07.319 --> 00:06:10.839
<v Speaker 4>streaming apps, especially when you're on you know, the AD

122
00:06:11.120 --> 00:06:12.759
<v Speaker 4>supported apps like.

123
00:06:12.759 --> 00:06:16.680
<v Speaker 2>A Hulu or a YouTube or an HBO Max. This

124
00:06:16.720 --> 00:06:17.519
<v Speaker 2>happened to me the other day.

125
00:06:17.560 --> 00:06:20.439
<v Speaker 4>I was on Peacock watching a movie and I paused

126
00:06:20.480 --> 00:06:22.399
<v Speaker 4>the movie, came back to the room, and I was surprised.

127
00:06:22.439 --> 00:06:23.959
<v Speaker 2>It was like, oh, there's the pause ad.

128
00:06:24.439 --> 00:06:27.160
<v Speaker 4>So the first time you see it, you're a little surprised,

129
00:06:27.160 --> 00:06:29.800
<v Speaker 4>But I think bill at the end of the day,

130
00:06:29.839 --> 00:06:32.519
<v Speaker 4>you know, these marketing companies are looking for ways of

131
00:06:32.600 --> 00:06:36.319
<v Speaker 4>grabbing our attention, and they have a very small window

132
00:06:36.319 --> 00:06:39.000
<v Speaker 4>at this point because of you know, just how everything is.

133
00:06:39.040 --> 00:06:42.199
<v Speaker 4>We're always kind of switching between different things and how

134
00:06:42.240 --> 00:06:44.720
<v Speaker 4>we watch and our tension span, and if you're paused

135
00:06:44.759 --> 00:06:47.000
<v Speaker 4>on the screen, you're gonna notice it for sure.

136
00:06:47.680 --> 00:06:51.639
<v Speaker 1>You know. I even Instagram, which I use because people

137
00:06:51.680 --> 00:06:53.560
<v Speaker 1>will send me Instagram stuff all the time.

138
00:06:54.519 --> 00:06:58.439
<v Speaker 3>You have the ad that appears for before you start.

139
00:06:58.199 --> 00:07:01.120
<v Speaker 1>Anything, but it's like five seconds and then you go

140
00:07:01.160 --> 00:07:06.680
<v Speaker 1>skip this ad, which that's livable. Are we talking five seconds,

141
00:07:06.759 --> 00:07:09.199
<v Speaker 1>fifteen seconds, thirty seconds?

142
00:07:10.680 --> 00:07:13.079
<v Speaker 4>Well, the ad itself is the Typically the ones that

143
00:07:13.160 --> 00:07:15.839
<v Speaker 4>I've seen are static, so they are just on your

144
00:07:15.879 --> 00:07:16.759
<v Speaker 4>screen while.

145
00:07:16.600 --> 00:07:17.920
<v Speaker 2>You're paused the entire time.

146
00:07:18.000 --> 00:07:20.879
<v Speaker 4>So if you're pausing the show for a minute, you know,

147
00:07:21.000 --> 00:07:23.480
<v Speaker 4>you might see that ad for a minute. But the

148
00:07:23.560 --> 00:07:26.720
<v Speaker 4>idea is that these ads are just there in between,

149
00:07:27.319 --> 00:07:30.720
<v Speaker 4>and so you know, and the ones I've seen, it

150
00:07:30.920 --> 00:07:33.439
<v Speaker 4>just kind of works because otherwise, what do you see

151
00:07:33.480 --> 00:07:36.399
<v Speaker 4>on the screen as your TV show paused right or

152
00:07:36.439 --> 00:07:39.519
<v Speaker 4>your movie paused? But yes, it is a shift in

153
00:07:39.560 --> 00:07:42.639
<v Speaker 4>the way that we think about entertainment because here you are,

154
00:07:42.879 --> 00:07:44.800
<v Speaker 4>you know, watching an action movie or something and you

155
00:07:44.839 --> 00:07:47.360
<v Speaker 4>pause and it's like an ad for Dominos. And those

156
00:07:47.399 --> 00:07:49.399
<v Speaker 4>are the kind of ads that I've seen, and they're

157
00:07:49.480 --> 00:07:53.639
<v Speaker 4>smart and savvy. And again I think that unless I

158
00:07:53.680 --> 00:07:56.120
<v Speaker 4>think the delineation here will be if we start to

159
00:07:56.160 --> 00:07:58.399
<v Speaker 4>see them on content that we have paid to be

160
00:07:58.480 --> 00:07:59.040
<v Speaker 4>ad free.

161
00:07:59.399 --> 00:08:01.600
<v Speaker 2>So for instance, it's Netflix, right.

162
00:08:01.519 --> 00:08:03.600
<v Speaker 4>Like they have you know, their top of the line

163
00:08:03.600 --> 00:08:06.879
<v Speaker 4>subscriptions don't have ads, but they do have subscriptions that

164
00:08:06.920 --> 00:08:07.759
<v Speaker 4>are ads supported.

165
00:08:07.839 --> 00:08:09.480
<v Speaker 2>So does Peacock, so does YouTube.

166
00:08:09.759 --> 00:08:11.920
<v Speaker 4>So I understand if you're if you're getting your your

167
00:08:11.959 --> 00:08:15.480
<v Speaker 4>subscription for less because it's ads supported, if you see

168
00:08:15.480 --> 00:08:17.839
<v Speaker 4>ads during pause, I mean that's kind of an all

169
00:08:17.879 --> 00:08:19.759
<v Speaker 4>fair game. I'd say, all right.

170
00:08:19.639 --> 00:08:24.240
<v Speaker 1>Fair enough, Rich, we were talking about the ads and

171
00:08:24.360 --> 00:08:29.079
<v Speaker 1>Roku is now going to have ads static ads when

172
00:08:29.120 --> 00:08:33.360
<v Speaker 1>you put whatever show on pause. And this is one

173
00:08:33.399 --> 00:08:37.039
<v Speaker 1>of the things that is really bothering me, that we're

174
00:08:37.120 --> 00:08:41.960
<v Speaker 1>moving in the direction where we're going to have ads

175
00:08:42.120 --> 00:08:46.000
<v Speaker 1>no matter what or where unless you're willing to pay

176
00:08:46.080 --> 00:08:50.639
<v Speaker 1>insane amounts of money. When TV first came out, it

177
00:08:50.799 --> 00:08:55.519
<v Speaker 1>was a minute top and bottom for ads, and then

178
00:08:55.639 --> 00:08:59.559
<v Speaker 1>we went to cable and you would pay to not

179
00:08:59.679 --> 00:09:04.600
<v Speaker 1>have and I still think in terms of paying anybody

180
00:09:05.039 --> 00:09:08.120
<v Speaker 1>to not put ads in, and it's moving the other way,

181
00:09:08.720 --> 00:09:12.600
<v Speaker 1>and it is is there any possibility that you know,

182
00:09:12.679 --> 00:09:15.000
<v Speaker 1>unless you're willing to pay twenty five to thirty dollars

183
00:09:15.080 --> 00:09:17.679
<v Speaker 1>a month maybe more, that you're gonna have ads in

184
00:09:17.759 --> 00:09:19.519
<v Speaker 1>everything you see on television?

185
00:09:20.759 --> 00:09:20.960
<v Speaker 2>Oh?

186
00:09:21.000 --> 00:09:25.200
<v Speaker 4>Absolutely, I mean it. Look and here's the thing. The

187
00:09:25.279 --> 00:09:29.360
<v Speaker 4>fastest growing area of television. We've talked about this before

188
00:09:30.039 --> 00:09:33.759
<v Speaker 4>is these free ads supported streaming services. So people are

189
00:09:33.799 --> 00:09:38.279
<v Speaker 4>actually looking to cut costs with their cable bill, with

190
00:09:38.360 --> 00:09:42.480
<v Speaker 4>their streaming bill, with their cell phone bill, and they

191
00:09:42.480 --> 00:09:45.399
<v Speaker 4>don't mind having the ads, and so it's not.

192
00:09:45.480 --> 00:09:46.360
<v Speaker 2>That big of a deal.

193
00:09:46.480 --> 00:09:51.240
<v Speaker 4>And the options for having no ads remain, but they're

194
00:09:51.279 --> 00:09:54.039
<v Speaker 4>getting more and more expensive, like you said, and so

195
00:09:54.399 --> 00:09:56.279
<v Speaker 4>people will pay to get rid of ads. If they

196
00:09:56.320 --> 00:09:58.960
<v Speaker 4>want to. But there are many many people out there

197
00:09:59.120 --> 00:10:01.399
<v Speaker 4>who don't real mind the ads. They see it as

198
00:10:01.399 --> 00:10:03.840
<v Speaker 4>a natural break. They see it as you know, this

199
00:10:03.919 --> 00:10:06.799
<v Speaker 4>is the way TV was in the past. This is

200
00:10:06.840 --> 00:10:09.480
<v Speaker 4>free content, so why not why not just get it

201
00:10:09.480 --> 00:10:12.799
<v Speaker 4>for free? And it powers a lot of businesses. So

202
00:10:13.600 --> 00:10:16.080
<v Speaker 4>I think that no matter what there will be, there

203
00:10:16.120 --> 00:10:18.840
<v Speaker 4>will always be a level that is ads supported. I

204
00:10:18.840 --> 00:10:22.399
<v Speaker 4>think it's interesting that some of these ads supported plans

205
00:10:22.480 --> 00:10:25.600
<v Speaker 4>cost money, Like Netflix, you know their ad supported plan,

206
00:10:25.639 --> 00:10:28.759
<v Speaker 4>You're still paying for it, So it's interesting versus something

207
00:10:28.799 --> 00:10:33.600
<v Speaker 4>like a twov or a Pluto TV, where you don't

208
00:10:33.639 --> 00:10:36.120
<v Speaker 4>pay anything and you get all the content for free

209
00:10:36.159 --> 00:10:36.960
<v Speaker 4>because of the ads.

210
00:10:37.240 --> 00:10:40.639
<v Speaker 3>Yeah, that's where I think my gripe is.

211
00:10:40.679 --> 00:10:43.519
<v Speaker 1>And it could because I'm dated, because I'm used to

212
00:10:44.039 --> 00:10:48.159
<v Speaker 1>starting non paid TV subscription TV, which wouldn't even dream

213
00:10:48.200 --> 00:10:51.320
<v Speaker 1>of having an AD and now you're paying, paying to

214
00:10:51.600 --> 00:10:55.720
<v Speaker 1>have ads. And the only place that I ever remember

215
00:10:56.720 --> 00:11:00.840
<v Speaker 1>having ads where it was not appropriate in the movie

216
00:11:00.840 --> 00:11:03.759
<v Speaker 1>theaters and you'd have la times run And this was

217
00:11:03.960 --> 00:11:07.720
<v Speaker 1>way back in the day. And I come from a

218
00:11:07.799 --> 00:11:12.559
<v Speaker 1>generation of people who came into watching at that point

219
00:11:12.600 --> 00:11:14.200
<v Speaker 1>cable TV, and I didn't pay for it.

220
00:11:14.240 --> 00:11:15.080
<v Speaker 3>But I think you're right.

221
00:11:16.000 --> 00:11:19.759
<v Speaker 1>If you have someone who has only recently started watching TV.

222
00:11:19.840 --> 00:11:24.799
<v Speaker 1>I'm talking about that last decade or two, just getting

223
00:11:24.840 --> 00:11:27.279
<v Speaker 1>involved with their kids, you know what, It's just part

224
00:11:27.320 --> 00:11:28.200
<v Speaker 1>of doing business.

225
00:11:28.600 --> 00:11:29.919
<v Speaker 2>And hold on Bill.

226
00:11:30.000 --> 00:11:33.799
<v Speaker 4>Even taking it a step further, half the content nowadays

227
00:11:34.120 --> 00:11:37.480
<v Speaker 4>is ads. So when you're flipping through Instagram or you know,

228
00:11:37.559 --> 00:11:40.639
<v Speaker 4>Instagram reels or TikTok, a lot of that content is

229
00:11:40.679 --> 00:11:43.799
<v Speaker 4>sponsored itself. So the content that you're watching, like if

230
00:11:43.840 --> 00:11:47.080
<v Speaker 4>it's a review of a toaster, oven or something like that,

231
00:11:47.120 --> 00:11:49.600
<v Speaker 4>like a lot of times the company has paid that

232
00:11:49.799 --> 00:11:53.759
<v Speaker 4>influencer to make that video. And so now it's like

233
00:11:53.799 --> 00:11:57.440
<v Speaker 4>this merging of like hold on what's true, what's real,

234
00:11:57.879 --> 00:12:01.440
<v Speaker 4>and what's not sponsored in any way. And I think

235
00:12:01.480 --> 00:12:04.279
<v Speaker 4>that part of it is also really tricky moving forward.

236
00:12:06.440 --> 00:12:09.639
<v Speaker 1>And for some reason, well you know, that seems to work.

237
00:12:09.679 --> 00:12:13.440
<v Speaker 1>I mean, that doesn't really bother me because I'm pretending

238
00:12:13.480 --> 00:12:17.919
<v Speaker 1>that I'm seeing content, the influencer is pretending that there's

239
00:12:18.039 --> 00:12:22.799
<v Speaker 1>content there, and everybody's happy. For example, we have a

240
00:12:22.840 --> 00:12:26.000
<v Speaker 1>success from Scratch which we just brought back, and it

241
00:12:26.080 --> 00:12:31.240
<v Speaker 1>is a sponsored segment and it is literally sponsored by

242
00:12:32.000 --> 00:12:35.279
<v Speaker 1>and the rest of it is truly content. Now, if

243
00:12:35.360 --> 00:12:38.039
<v Speaker 1>I were do a sponsored by and I would do

244
00:12:38.240 --> 00:12:42.919
<v Speaker 1>the content on that ad or on that business every week,

245
00:12:43.000 --> 00:12:45.559
<v Speaker 1>it's a different story. So I guess it's just a

246
00:12:45.639 --> 00:12:49.240
<v Speaker 1>question of levels. And by the way, on the sponsored stuff,

247
00:12:50.279 --> 00:12:53.440
<v Speaker 1>I stopped. I stopped really caring when I saw an

248
00:12:53.440 --> 00:12:56.320
<v Speaker 1>eleven year old kid getting twenty million dollars a year

249
00:12:56.360 --> 00:12:57.840
<v Speaker 1>for opening birthday presents.

250
00:12:57.879 --> 00:12:58.879
<v Speaker 3>I mean, that did it to me.

251
00:13:00.159 --> 00:13:01.840
<v Speaker 4>Yeah, And I think he has a line of toys

252
00:13:01.840 --> 00:13:04.600
<v Speaker 4>at Target now, and I think he's actually I think

253
00:13:04.600 --> 00:13:05.799
<v Speaker 4>he just turned forty seven.

254
00:13:06.399 --> 00:13:08.919
<v Speaker 1>Yeah, I mean it's just, uh, it's like the cars

255
00:13:08.960 --> 00:13:11.000
<v Speaker 1>for causes kids. I won't even tell you what happened

256
00:13:11.039 --> 00:13:14.039
<v Speaker 1>to them, right, you know most of them are dead

257
00:13:14.080 --> 00:13:15.039
<v Speaker 1>of old age now.

258
00:13:15.720 --> 00:13:18.639
<v Speaker 4>And you're right, Oh my gosh, okay, I know nothing

259
00:13:18.759 --> 00:13:21.240
<v Speaker 4>saturder than when I watch movies and I look up

260
00:13:21.240 --> 00:13:22.799
<v Speaker 4>the actor and I'm like, oh, please, don't some of

261
00:13:22.879 --> 00:13:23.519
<v Speaker 4>that person's dead?

262
00:13:23.639 --> 00:13:24.639
<v Speaker 2>Oh yep, they're dead.

263
00:13:25.200 --> 00:13:27.240
<v Speaker 3>Or how about when they're alive and they don't look

264
00:13:27.320 --> 00:13:27.799
<v Speaker 3>so good?

265
00:13:28.840 --> 00:13:31.200
<v Speaker 2>Well, no comment there.

266
00:13:31.240 --> 00:13:35.879
<v Speaker 4>That has some point Some people don't age. Well no, no,

267
00:13:36.000 --> 00:13:37.519
<v Speaker 4>we can't. We can't figure that out, you know what

268
00:13:37.519 --> 00:13:39.799
<v Speaker 4>I mean? Like you can't. You can't make that happen.

269
00:13:39.960 --> 00:13:41.879
<v Speaker 4>I think on the flip side, when you go to further,

270
00:13:42.039 --> 00:13:44.679
<v Speaker 4>you know, when you're really changing your looks. So many

271
00:13:44.720 --> 00:13:46.159
<v Speaker 4>times it's like, wait, who's this person?

272
00:13:46.200 --> 00:13:47.759
<v Speaker 2>Now? You don't even recognize them.

273
00:13:48.720 --> 00:13:51.240
<v Speaker 3>Yeah, Okay, Rich, we're out of time.

274
00:13:51.240 --> 00:13:53.120
<v Speaker 1>I wish we had gone some way a little bit

275
00:13:53.120 --> 00:13:54.799
<v Speaker 1>more time, because there's a bunch of stuff we'll probably

276
00:13:54.799 --> 00:13:55.399
<v Speaker 1>do next week.

277
00:13:55.440 --> 00:13:55.600
<v Speaker 2>Then.

278
00:13:56.360 --> 00:14:02.639
<v Speaker 1>Rich Demuau Rtech Guy KTLA every day, Channel five every Saturday,

279
00:14:02.720 --> 00:14:04.480
<v Speaker 1>eleven in the morning at two pm, right here on

280
00:14:04.600 --> 00:14:09.080
<v Speaker 1>KFI Instagram, at rich on tech website, rich on tech

281
00:14:09.159 --> 00:14:13.480
<v Speaker 1>dot TV. See this, I'm pitching you and people pretend

282
00:14:13.799 --> 00:14:16.840
<v Speaker 1>we pretend this is not sponsored stuff.

283
00:14:16.840 --> 00:14:20.879
<v Speaker 2>When I give the pitch, it's not sponsored. You're no,

284
00:14:21.000 --> 00:14:22.039
<v Speaker 2>it's not sponsored.

285
00:14:22.159 --> 00:14:25.759
<v Speaker 3>Come on, I'm accusing you of paying for that. Hey,

286
00:14:25.799 --> 00:14:28.279
<v Speaker 3>don't hate the player, hate the game, you guys. No,

287
00:14:28.399 --> 00:14:31.559
<v Speaker 3>let's start that rumor. Okay, all right, Rich, take care.

288
00:14:31.840 --> 00:14:33.559
<v Speaker 3>We'll catch you over the weekend. Bye.