IoT Coffee Talk: Episode 286 - "The Dirk Diggler Effect" (Positioning the GenAI Revolution!)

Wow. Wow. Wow. Wow. >> Yeah, you know we >> Yeah, you know we >> Yeah, you know we >> on a show because this is IoT coffee >> on a show because this is IoT coffee >> on a show because this is IoT coffee talk, baby. talk, baby. talk, baby. >> Yeah, that's a show all right. Wow. >> Yeah, that's a show all right. Wow. >> Yeah, that's a show all right. Wow. >> For our new viewers of our young viewers >> For our new viewers of our young viewers >> For our new viewers of our young viewers who actually are the TikTok generation, who actually are the TikTok generation, who actually are the TikTok generation, this is a lighter to light cigarettes. this is a lighter to light cigarettes. this is a lighter to light cigarettes. And when we used to go to live rock And when we used to go to live rock And when we used to go to live rock show, we lit it on and we hand it in show, we lit it on and we hand it in show, we lit it on and we hand it in front of people instead of using our front of people instead of using our front of people instead of using our sales phone to take picture. Just giving sales phone to take picture. Just giving sales phone to take picture. Just giving some explanations here. some explanations here. some explanations here. >> Yeah. >> Yeah. >> Yeah. >> Yeah, you come to IoT coffee talk for >> Yeah, you come to IoT coffee talk for >> Yeah, you come to IoT coffee talk for history, cultural history. history, cultural history. history, cultural history. >> Exactly. What are What are cigarettes? >> Exactly. What are What are cigarettes? >> Exactly. What are What are cigarettes? What are lighters? What's all that? I What are lighters? What's all that? I What are lighters? What's all that? I don't even heard of that. Oh my gosh. don't even heard of that. Oh my gosh. don't even heard of that. Oh my gosh. >> Oh my god. >> Oh my god. >> Oh my god. >> Yeah. >> Yeah. >> Yeah. >> What is he What is he What is he holding >> What is he What is he What is he holding >> What is he What is he What is he holding in your hand something else on the cell in your hand something else on the cell in your hand something else on the cell phone? He's holding a phone. phone? He's holding a phone. phone? He's holding a phone. >> Yeah, you're right. You're right. Wow, >> Yeah, you're right. You're right. Wow, >> Yeah, you're right. You're right. Wow, the world has changed, hasn't it? You the world has changed, hasn't it? You the world has changed, hasn't it? You know. know. know. >> It has. It has. >> It has. It has. >> It has. It has. >> Yeah, dude. You [ __ ] is awesome, man. >> Yeah, dude. You [ __ ] is awesome, man. >> Yeah, dude. You [ __ ] is awesome, man. >> Yeah?

>> Yeah? >> Yeah? >> Yeah. Maybe we should just hold the IoT >> Yeah. Maybe we should just hold the IoT >> Yeah. Maybe we should just hold the IoT coffee talks and we should record coffee talks and we should record coffee talks and we should record ourselves in cars. ourselves in cars. ourselves in cars. >> Well, you >> Well, you >> Well, you >> Maybe it should be about cars, yeah. >> Maybe it should be about cars, yeah. >> Maybe it should be about cars, yeah. >> Yeah, you actually >> Yeah, you actually >> Yeah, you actually you actually look like you're you're you actually look like you're you're you actually look like you're you're ready to go on the road trip. And you ready to go on the road trip. And you ready to go on the road trip. And you And you actually also look like you need And you actually also look like you need And you actually also look like you need one, man. one, man. one, man. You've been working too much. You've been working too much. You've been working too much. >> Yeah. Yeah, you're right. You're right. >> Yeah. Yeah, you're right. You're right. >> Yeah. Yeah, you're right. You're right. Oh my gosh. Yes, I need a road trip. Oh my gosh. Yes, I need a road trip. Oh my gosh. Yes, I need a road trip. That would be good. Um That would be good. Um That would be good. Um You know, and so yeah, you think about You know, and so yeah, you think about You know, and so yeah, you think about the decline in smoking and the use of the decline in smoking and the use of the decline in smoking and the use of lighters. We've seen that We've talked lighters. We've seen that We've talked lighters. We've seen that We've talked about the decline in the drinking of about the decline in the drinking of about the decline in the drinking of wine by younger people. wine by younger people. wine by younger people. >> Mhm. >> Mhm. >> Mhm. >> Um or they're they're now switching to >> Um or they're they're now switching to >> Um or they're they're now switching to either White Claw or edibles. And so, that's that's tough for the wine And so, that's that's tough for the wine market and you know, I don't know if the market and you know, I don't know if the market and you know, I don't know if the I don't know if the broader I don't know if the broader I don't know if the broader liquor spirits market is feeling any liquor spirits market is feeling any liquor spirits market is feeling any pain. I don't know. pain. I don't know. pain. I don't know. >> Well, there was a theory in a few years >> Well, there was a theory in a few years >> Well, there was a theory in a few years ago where actually there was there was a ago where actually there was there was a ago where actually there was there was a sign that the the big new soft drink sign that the the big new soft drink sign that the the big new soft drink companies have were having a challenge companies have were having a challenge companies have were having a challenge because when people read, you know, because when people read, you know, because when people read, you know, teenage times, they start switching to teenage times, they start switching to teenage times, they start switching to alcohol. So, this is what actually why alcohol. So, this is what actually why alcohol. So, this is what actually why they created all those mule and you they created all those mule and you they created all those mule and you know, Red Bull plus vodka and all these know, Red Bull plus vodka and all these know, Red Bull plus vodka and all these kind of really things. Now, I haven't kind of really things. Now, I haven't kind of really things. Now, I haven't really checked any studies if they have really checked any studies if they have really checked any studies if they have actually caught up on that market and actually caught up on that market and actually caught up on that market and replaced wine drinking. Because that was replaced wine drinking. Because that was replaced wine drinking. Because that was a trend like about 20 25 ago, there was a trend like about 20 25 ago, there was a trend like about 20 25 ago, there was a lot of discussion about that because a lot of discussion about that because a lot of discussion about that because the the the wine makers and the liquor the the the wine makers and the liquor the the the wine makers and the liquor industry was saying, "Hey, all those industry was saying, "Hey, all those industry was saying, "Hey, all those new customers we expect when they reach

new customers we expect when they reach new customers we expect when they reach drinking legal age were actually not drinking legal age were actually not drinking legal age were actually not interested. interested. interested. >> Yeah. >> Yeah. >> Yeah. >> It's It is interesting. Um I mean, I >> It's It is interesting. Um I mean, I >> It's It is interesting. Um I mean, I know know know I don't know if it's globally I don't know if it's globally I don't know if it's globally and I know in Washington state and part and I know in Washington state and part and I know in Washington state and part of California wine is down like 15% uh of California wine is down like 15% uh of California wine is down like 15% uh decline. Um decline. Um decline. Um there are big-time vineyards in Napa and there are big-time vineyards in Napa and there are big-time vineyards in Napa and Sonoma and Washington state where Sonoma and Washington state where Sonoma and Washington state where they're literally tearing out the vines they're literally tearing out the vines they're literally tearing out the vines completely. completely. completely. Um Um Um >> Oh, that's sad. >> Oh, that's sad. >> Oh, that's sad. >> And you know how sometimes, you know, >> And you know how sometimes, you know, >> And you know how sometimes, you know, it's a free market and maybe people get it's a free market and maybe people get it's a free market and maybe people get too excited and so I think we over too excited and so I think we over too excited and so I think we over planted and we've over supplied. I think planted and we've over supplied. I think planted and we've over supplied. I think we have way probably way too many we have way probably way too many we have way probably way too many vineyards and way too many wineries. vineyards and way too many wineries. vineyards and way too many wineries. And so that you know, sometimes that can And so that you know, sometimes that can And so that you know, sometimes that can be a problem. You know, you've got too be a problem. You know, you've got too be a problem. You know, you've got too much supply look chasing too few much supply look chasing too few much supply look chasing too few customers. customers. customers. And so, you know, And so, you know, And so, you know, and usually these things work themselves and usually these things work themselves and usually these things work themselves out, right? Um you know, either out, right? Um you know, either out, right? Um you know, either >> Yeah. >> Yeah. >> Yeah. >> The price But and you would think that >> The price But and you would think that >> The price But and you would think that like you know, you expect like any other like you know, you expect like any other like you know, you expect like any other commodity prices would drop when you commodity prices would drop when you commodity prices would drop when you have an over supply. But then you got a have an over supply. But then you got a have an over supply. But then you got a lot of these high-end wine makers that lot of these high-end wine makers that lot of these high-end wine makers that that's like, "Hell no, am I going to that's like, "Hell no, am I going to that's like, "Hell no, am I going to sell my wine for under $100."

sell my wine for under $100." sell my wine for under $100." >> Mhm. >> Mhm. >> Mhm. >> You know, so it's a weird thing. >> You know, so it's a weird thing. >> You know, so it's a weird thing. >> That's the issue as well. I think it's >> That's the issue as well. I think it's >> That's the issue as well. I think it's probably a it's probably a the the the probably a it's probably a the the the probably a it's probably a the the the wine industry in the US is is pretty wine industry in the US is is pretty wine industry in the US is is pretty weird. It's It's actually very different weird. It's It's actually very different weird. It's It's actually very different from from the France one because the from from the France one because the from from the France one because the France one is very France one is very France one is very >> Yeah. >> Yeah. >> Yeah. >> Besides the exports, you know, the the >> Besides the exports, you know, the the >> Besides the exports, you know, the the price is expensive but it's very it used price is expensive but it's very it used price is expensive but it's very it used to be very entrenched in the culture. So to be very entrenched in the culture. So to be very entrenched in the culture. So the reason so you mean teenager would the reason so you mean teenager would the reason so you mean teenager would start drinking a little bit at home with start drinking a little bit at home with start drinking a little bit at home with their parents in the countryside. You their parents in the countryside. You their parents in the countryside. You had this whole culture about wine. That had this whole culture about wine. That had this whole culture about wine. That was actually dragging the consumption was actually dragging the consumption was actually dragging the consumption later in their life. later in their life. later in their life. And I with with people moving to the And I with with people moving to the And I with with people moving to the cities and also the change in cities and also the change in cities and also the change in consumption patterns, this has been consumption patterns, this has been consumption patterns, this has been dying. That's one of the reason as well. dying. That's one of the reason as well. dying. That's one of the reason as well. So So So >> Yeah. >> Yeah. >> Yeah. >> In France, you you would start with very >> In France, you you would start with very >> In France, you you would start with very cheap local wines that you know, you cheap local wines that you know, you cheap local wines that you know, you would go buy the pigeon on the right would go buy the pigeon on the right would go buy the pigeon on the right side which were not necessarily side which were not necessarily side which were not necessarily extremely good but they were not extremely good but they were not extremely good but they were not extremely bad. extremely bad. extremely bad. >> Well, comparatively speaking >> Well, comparatively speaking >> Well, comparatively speaking >> Well, yeah, because then you go to >> Well, yeah, because then you go to >> Well, yeah, because then you go to >> Cheap wine in France is actually >> Cheap wine in France is actually >> Cheap wine in France is actually >> Yeah, then you go you go to Napa >> Yeah, then you go you go to Napa >> Yeah, then you go you go to Napa you go to Napa Valley and they try to you go to Napa Valley and they try to you go to Napa Valley and they try to sell you 75 bucks for a bottle of that sell you 75 bucks for a bottle of that sell you 75 bucks for a bottle of that you're like you're like you're like >> Yeah, it's a much better than a five >> Yeah, it's a much better than a five >> Yeah, it's a much better than a five five-buck chuck.

five-buck chuck. five-buck chuck. Which you know Which you know Which you know >> Don't get me wrong, there are great ones >> Don't get me wrong, there are great ones >> Don't get me wrong, there are great ones but they also there there are a lot of but they also there there are a lot of but they also there there are a lot of overpriced but and actually it's the overpriced but and actually it's the overpriced but and actually it's the funny thing actually I have an I have an funny thing actually I have an I have an funny thing actually I have an I have an anecdote on that because anecdote on that because anecdote on that because one of the I moved to the US to live in one of the I moved to the US to live in one of the I moved to the US to live in the US in 2007 the US in 2007 the US in 2007 and at that time the sparkling wine by and at that time the sparkling wine by and at that time the sparkling wine by the the Roderer Mumm Napa thing like the the Roderer Mumm Napa thing like the the Roderer Mumm Napa thing like that, they were still very low-rated that, they were still very low-rated that, they were still very low-rated amongst the the committee. So, you could amongst the the committee. So, you could amongst the the committee. So, you could find them for 15 bucks, 12 bucks, 20 find them for 15 bucks, 12 bucks, 20 find them for 15 bucks, 12 bucks, 20 bucks and you had like 45 bucks for a bucks and you had like 45 bucks for a bucks and you had like 45 bucks for a Veuve Clicquot which is actually a Veuve Clicquot which is actually a Veuve Clicquot which is actually a scandal. People should be go to jail for scandal. People should be go to jail for scandal. People should be go to jail for paying that. paying that. paying that. And And And but now it has changed. It's much higher but now it has changed. It's much higher but now it has changed. It's much higher now. So, the the kind of the people now. So, the the kind of the people now. So, the the kind of the people because I was very surprised because the because I was very surprised because the because I was very surprised because the quality you know, on the price ratio quality you know, on the price ratio quality you know, on the price ratio performance is very high. I mean, those performance is very high. I mean, those performance is very high. I mean, those most of those your sparkling wines are most of those your sparkling wines are most of those your sparkling wines are made by by originally French producers made by by originally French producers made by by originally French producers and they were because they were not and they were because they were not and they were because they were not didn't have any reputation, they were didn't have any reputation, they were didn't have any reputation, they were selling them for a lower much lower selling them for a lower much lower selling them for a lower much lower price. Now, they cost probably triple price. Now, they cost probably triple price. Now, they cost probably triple the price. They're still good but the price. They're still good but the price. They're still good but they've caught up on price a lot. So.

they've caught up on price a lot. So. they've caught up on price a lot. So. >> Yeah, that's really interesting. Um, >> Yeah, that's really interesting. Um, >> Yeah, that's really interesting. Um, you know, I remember you know, there'll you know, I remember you know, there'll you know, I remember you know, there'll be some wine makers talk you know, since be some wine makers talk you know, since be some wine makers talk you know, since Dmitry and I definitely live deeply in Dmitry and I definitely live deeply in Dmitry and I definitely live deeply in that world and um, they'll say well, you that world and um, they'll say well, you that world and um, they'll say well, you know, know, know, the the cost you know, we put so much the the cost you know, we put so much the the cost you know, we put so much more care into it and the labor costs more care into it and the labor costs more care into it and the labor costs and all this stuff we had to do and and all this stuff we had to do and and all this stuff we had to do and that's why the wine is so expensive that's why the wine is so expensive that's why the wine is so expensive and they seem to sometimes forget that and they seem to sometimes forget that and they seem to sometimes forget that in a free open market, the market in a free open market, the market in a free open market, the market decides what the price is, not how hard decides what the price is, not how hard decides what the price is, not how hard it was to make, not how much labor it it was to make, not how much labor it it was to make, not how much labor it took, how all the took, how all the took, how all the thoughtful care that you put into it, thoughtful care that you put into it, thoughtful care that you put into it, you know, how many punch downs a day per you know, how many punch downs a day per you know, how many punch downs a day per hour were you doing when it came You hour were you doing when it came You hour were you doing when it came You know, all that crap. The market doesn't know, all that crap. The market doesn't know, all that crap. The market doesn't care. The market It's like the price is care. The market It's like the price is care. The market It's like the price is whatever the market will bear and whatever the market will bear and whatever the market will bear and sometimes people are in la-la land about sometimes people are in la-la land about sometimes people are in la-la land about that. that. that. Um Um Um It's not a fixed price thing. It's not a fixed price thing. It's not a fixed price thing. >> Yeah, it's I mean, I agree usually. The >> Yeah, it's I mean, I agree usually. The >> Yeah, it's I mean, I agree usually. The thing is the only difference with what thing is the only difference with what thing is the only difference with what you're saying, uh Rob, is when you start you're saying, uh Rob, is when you start you're saying, uh Rob, is when you start getting to the luxury space. And I think getting to the luxury space. And I think getting to the luxury space. And I think that there's definitely a kind of a that there's definitely a kind of a that there's definitely a kind of a willingness to position in the high-end willingness to position in the high-end willingness to position in the high-end market because people market because people market because people >> That's like real estate.

>> That's like real estate. >> That's like real estate. >> Yeah. People will justify, you know, >> Yeah. People will justify, you know, >> Yeah. People will justify, you know, 50,000, 60,000 a watch because it's made 50,000, 60,000 a watch because it's made 50,000, 60,000 a watch because it's made in Switzerland by hand and it takes 1 in Switzerland by hand and it takes 1 in Switzerland by hand and it takes 1 year to wait it to wait for it. So, you year to wait it to wait for it. So, you year to wait it to wait for it. So, you you starting to touch another type of you starting to touch another type of you starting to touch another type of population. And I think this is actually population. And I think this is actually population. And I think this is actually what I was saying as well. There is no what I was saying as well. There is no what I was saying as well. There is no real mass market cheap reasonable real mass market cheap reasonable real mass market cheap reasonable quality wine in the US, at least not quality wine in the US, at least not quality wine in the US, at least not Napa Valley. There might be other Napa Valley. There might be other Napa Valley. There might be other places. Actually, the Livermore Valley I places. Actually, the Livermore Valley I places. Actually, the Livermore Valley I live nearby, it's it's more like that live nearby, it's it's more like that live nearby, it's it's more like that and maybe some of the Oregon wines are and maybe some of the Oregon wines are and maybe some of the Oregon wines are more like that. But I don't know them more like that. But I don't know them more like that. But I don't know them very well. But I think in you know, in very well. But I think in you know, in very well. But I think in you know, in Silicon I think I mean, in in Silicon I think I mean, in in Silicon I think I mean, in in California, let me phrase that. In Napa California, let me phrase that. In Napa California, let me phrase that. In Napa Valley, I think there's a real chase Valley, I think there's a real chase Valley, I think there's a real chase towards the high end. towards the high end. towards the high end. >> Yeah. >> Yeah. >> Yeah. So, yeah, before we go any further, So, yeah, before we go any further, So, yeah, before we go any further, remember remember remember our any comments here made our any comments here made our any comments here made related to pretty much anything. I mean, related to pretty much anything. I mean, related to pretty much anything. I mean, investments included investments included investments included especially from Rob especially from Rob especially from Rob >> Hey, it's a bloodbath on Wall Street >> Hey, it's a bloodbath on Wall Street >> Hey, it's a bloodbath on Wall Street right now. Urgently. right now. Urgently. right now. Urgently. >> Investments from Rob and and politics >> Investments from Rob and and politics >> Investments from Rob and and politics from Dimitri should be avoided.

from Dimitri should be avoided. from Dimitri should be avoided. >> On that Rob's on that note >> On that Rob's on that note >> On that Rob's on that note >> It's a >> It's a >> It's a It's a It's a bloodbath out there right It's a It's a bloodbath out there right It's a It's a bloodbath out there right now on Wall Street. Yesterday yesterday now on Wall Street. Yesterday yesterday now on Wall Street. Yesterday yesterday and today it's just freefall. >> Debbie's going full G&I. >> Debbie's going full G&I. >> I love it. >> I love it. >> I love it. >> Going full J now. >> Going full J now. >> Going full J now. >> And >> And >> And this is And this is why the AI market is this is And this is why the AI market is this is And this is why the AI market is falling down is because DB's going AI. falling down is because DB's going AI. falling down is because DB's going AI. >> I know. The The hell has frozen over. >> I know. The The hell has frozen over. >> I know. The The hell has frozen over. The [ __ ] has hit the fan. The [ __ ] has hit the fan. The [ __ ] has hit the fan. Uh yeah, just take us Uh yeah, just take us Uh yeah, just take us seriously at your own risk. Carol. seriously at your own risk. Carol. seriously at your own risk. Carol. No, we've been elevated to beyond risk. No, we've been elevated to beyond risk. No, we've been elevated to beyond risk. It's like perilous. So, yeah, you know. It's like perilous. So, yeah, you know. It's like perilous. So, yeah, you know. >> We need to represent. >> We need to represent. >> We need to represent. >> And um >> And um >> And um yeah, we're just having fun, as you can yeah, we're just having fun, as you can yeah, we're just having fun, as you can tell, because we've been talking about tell, because we've been talking about tell, because we've been talking about wine like for the last 10 minutes. wine like for the last 10 minutes. wine like for the last 10 minutes. >> But you have to admit we've been talking >> But you have to admit we've been talking >> But you have to admit we've been talking about the business of wine as well. about the business of wine as well. about the business of wine as well. And so it's not like we're, you know, And so it's not like we're, you know, And so it's not like we're, you know, we're still this is still a business we're still this is still a business we're still this is still a business tech show and we've been tech show and we've been tech show and we've been you know, keeping it real. And we've you know, keeping it real. And we've you know, keeping it real. And we've seen And we've seen a lot of tech in the seen And we've seen a lot of tech in the seen And we've seen a lot of tech in the wine industry, right?

wine industry, right? wine industry, right? >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> You know. >> You know. >> You know. >> And um >> And um >> And um it's it's interesting to see it's it's interesting to see it's it's interesting to see um um um what the adoption patterns have been, what the adoption patterns have been, what the adoption patterns have been, because you would think that the wine because you would think that the wine because you would think that the wine industry is such a logical place for industry is such a logical place for industry is such a logical place for deep investment in deep investment in deep investment in IoT IoT IoT and it hasn't necessarily been the case, and it hasn't necessarily been the case, and it hasn't necessarily been the case, you know, they still resort to a lot of you know, they still resort to a lot of you know, they still resort to a lot of the older methods of, you know, reacting the older methods of, you know, reacting the older methods of, you know, reacting to microclimate changes and stuff. Um to microclimate changes and stuff. Um to microclimate changes and stuff. Um you know, it it's it's such a dynamic you know, it it's it's such a dynamic you know, it it's it's such a dynamic business. business. business. And um And um And um it it it it's I wouldn't say it's as it it it it's I wouldn't say it's as it it it it's I wouldn't say it's as complicated as making semiconductors, complicated as making semiconductors, complicated as making semiconductors, but there is that but there is that but there is that >> No, it's not. >> No, it's not. >> No, it's not. >> There is an art there, right? And like >> There is an art there, right? And like >> There is an art there, right? And like sensitivity. It's almost like you're sensitivity. It's almost like you're sensitivity. It's almost like you're trying to produce something pretty trying to produce something pretty trying to produce something pretty refined, especially the high-end stuff, refined, especially the high-end stuff, refined, especially the high-end stuff, and you stuck the fab outdoors instead and you stuck the fab outdoors instead and you stuck the fab outdoors instead of having a completely controlled of having a completely controlled of having a completely controlled environment. That That's the dynamic environment. That That's the dynamic environment. That That's the dynamic that the the winemakers have to deal that the the winemakers have to deal that the the winemakers have to deal with is is basically the elements, you with is is basically the elements, you with is is basically the elements, you know? And know? And know? And >> Yeah.

>> Yeah. >> Yeah. >> in in the fab, you're just you're >> in in the fab, you're just you're >> in in the fab, you're just you're eliminating eliminating eliminating the elements and you're using IoT now the elements and you're using IoT now the elements and you're using IoT now increasingly to increasingly to increasingly to you know, measure that and control that you know, measure that and control that you know, measure that and control that so that you maximize yields, right? Just so that you maximize yields, right? Just so that you maximize yields, right? Just like in the wine business, it's just like in the wine business, it's just like in the wine business, it's just kind of kind of kind of flipped. flipped. flipped. >> It's a weird thing, you know, you can't >> It's a weird thing, you know, you can't >> It's a weird thing, you know, you can't control mother nature, right? control mother nature, right? control mother nature, right? >> Yeah. >> Yeah. >> Yeah. >> And >> And >> And which is why you saw a lot of move to which is why you saw a lot of move to which is why you saw a lot of move to that cold controlled environment that cold controlled environment that cold controlled environment agriculture indoor vertical farming. agriculture indoor vertical farming. agriculture indoor vertical farming. >> Yeah. >> Yeah. >> Yeah. >> Which we saw a lot of VC money went into >> Which we saw a lot of VC money went into >> Which we saw a lot of VC money went into that. Most of those have already gone that. Most of those have already gone that. Most of those have already gone bankrupt, which is unfortunate. It's sad bankrupt, which is unfortunate. It's sad bankrupt, which is unfortunate. It's sad and it's because of the energy costs, and it's because of the energy costs, and it's because of the energy costs, you know, and it's easy for me to say, you know, and it's easy for me to say, you know, and it's easy for me to say, well, cover your greenhouse in solar well, cover your greenhouse in solar well, cover your greenhouse in solar panels or whatever. Um but the energy panels or whatever. Um but the energy panels or whatever. Um but the energy cost is what kill you know, as soon as cost is what kill you know, as soon as cost is what kill you know, as soon as you try to create a controlled you try to create a controlled you try to create a controlled environment so that you don't you know, environment so that you don't you know, environment so that you don't you know, just like a fab, you know, just like a fab, you know, just like a fab, you know, um you have to factor in how much energy um you have to factor in how much energy um you have to factor in how much energy is it going to take to make all that is it going to take to make all that is it going to take to make all that stuff work, all that lighting and moving stuff work, all that lighting and moving stuff work, all that lighting and moving the water around all that stuff. It's the water around all that stuff. It's the water around all that stuff. It's tough, man.

tough, man. tough, man. >> Yeah, it's weird. Now, um of course, AI >> Yeah, it's weird. Now, um of course, AI >> Yeah, it's weird. Now, um of course, AI is more important than food. is more important than food. is more important than food. So, for some people for some So, for some people for some So, for some people for some >> No, why do we need water? >> No, why do we need water? >> No, why do we need water? >> For some people for sure. Well, we do >> For some people for sure. Well, we do >> For some people for sure. Well, we do need water to cool down the data center. need water to cool down the data center. need water to cool down the data center. They We need water to not to drink. You They We need water to not to drink. You They We need water to not to drink. You can't drink water anymore because we can't drink water anymore because we can't drink water anymore because we need the water to cool the data centers. need the water to cool the data centers. need the water to cool the data centers. Hey. Hey. Hey. >> Yeah. >> Yeah. >> Yeah. >> Hu- human human needs be damned. >> Hu- human human needs be damned. >> Hu- human human needs be damned. >> Yeah, yeah. Exactly. >> Yeah, yeah. Exactly. >> Yeah, yeah. Exactly. >> Right. >> Right. >> Right. >> It's just about >> It's just about >> It's just about idiocracy. idiocracy. idiocracy. >> I saw Okay, I have a interesting >> I saw Okay, I have a interesting >> I saw Okay, I have a interesting IoT story. IoT story. IoT story. >> Uh-huh. >> Uh-huh. >> Uh-huh. >> Interesting IoT story I just saw in the >> Interesting IoT story I just saw in the >> Interesting IoT story I just saw in the news. Hope maybe you all have seen it news. Hope maybe you all have seen it news. Hope maybe you all have seen it already, but um the Louvre had a IoT already, but um the Louvre had a IoT already, but um the Louvre had a IoT incident. incident. incident. >> Really? >> Really? >> Really? >> Where they >> Where they >> Where they um the cameras that they were using, the um the cameras that they were using, the um the cameras that they were using, the password to the cameras were Louvre. password to the cameras were Louvre. password to the cameras were Louvre. Oh. Oh. Oh. >> Well, don't don't don't don't don't >> Well, don't don't don't don't don't >> Well, don't don't don't don't don't don't get don't get me started on that, don't get don't get me started on that, don't get don't get me started on that, baby, because if you want to discuss baby, because if you want to discuss baby, because if you want to discuss what happened at the Louvre, I'm going what happened at the Louvre, I'm going what happened at the Louvre, I'm going to tell you I'm going to tell you the to tell you I'm going to tell you the to tell you I'm going to tell you the real secret. The real secret of what real secret. The real secret of what real secret. The real secret of what happened at the Louvre is that if you happened at the Louvre is that if you happened at the Louvre is that if you look at the strategy and and the and and look at the strategy and and the and and look at the strategy and and the and and the yeah, the strategy of of of Paris as the yeah, the strategy of of of Paris as the yeah, the strategy of of of Paris as a city a city a city is that, you know, is that, you know, is that, you know, you might think that uh cameras, you you might think that uh cameras, you you might think that uh cameras, you know, could be useful for order to know, could be useful for order to know, could be useful for order to prevent stealing and all those kind of prevent stealing and all those kind of prevent stealing and all those kind of things. Not at all. Not at all. The things. Not at all. Not at all. The things. Not at all. Not at all. The major use case for cameras in Paris

major use case for cameras in Paris major use case for cameras in Paris is a parking enforcement. is a parking enforcement. is a parking enforcement. Because you make much more money at Because you make much more money at Because you make much more money at going after people that park in the going after people that park in the going after people that park in the wrong place, which you've made anyway wrong place, which you've made anyway wrong place, which you've made anyway impossible to park in Paris. That's what impossible to park in Paris. That's what impossible to park in Paris. That's what the mayor has been doing for decades the mayor has been doing for decades the mayor has been doing for decades now. And then you enforce that with now. And then you enforce that with now. And then you enforce that with cameras because it's easy to go after a cameras because it's easy to go after a cameras because it's easy to go after a guy that parks poorly and get him to pay guy that parks poorly and get him to pay guy that parks poorly and get him to pay rather to try to find an organized crime rather to try to find an organized crime rather to try to find an organized crime who is going to attack the museum. So, I who is going to attack the museum. So, I who is going to attack the museum. So, I mean, it's not just that there was a mean, it's not just that there was a mean, it's not just that there was a stupid password on the camera is that stupid password on the camera is that stupid password on the camera is that they just refuses they refuses to to they just refuses they refuses to to they just refuses they refuses to to protect the thing. There was a steal of protect the thing. There was a steal of protect the thing. There was a steal of a sword 50 5 0 years ago pretty much in a sword 50 5 0 years ago pretty much in a sword 50 5 0 years ago pretty much in exactly the same condition. Except they exactly the same condition. Except they exactly the same condition. Except they didn't use a truck with a ladder, they didn't use a truck with a ladder, they didn't use a truck with a ladder, they just use a scaffolding thing, but they just use a scaffolding thing, but they just use a scaffolding thing, but they enter pretty much through the same enter pretty much through the same enter pretty much through the same window, went into the same place, stole window, went into the same place, stole window, went into the same place, stole and went away in the less than 3 minutes and went away in the less than 3 minutes and went away in the less than 3 minutes 50 years ago, and the French learned 50 years ago, and the French learned 50 years ago, and the French learned nothing. We learn about doing wine, but nothing. We learn about doing wine, but nothing. We learn about doing wine, but we don't learn about that. we don't learn about that. we don't learn about that. >> The >> The >> The the the ANSSI said it in 2014 the the ANSSI said it in 2014 the the ANSSI said it in 2014 that it was a risk.

that it was a risk. that it was a risk. >> Yeah. >> Yeah. >> Yeah. >> And they just said, "Hey, I mean, you >> And they just said, "Hey, I mean, you >> And they just said, "Hey, I mean, you You You You we're not worried about it. We're you we're not worried about it. We're you we're not worried about it. We're you know, I mean uh know, I mean uh know, I mean uh I commented on that yesterday. I commented on that yesterday. I commented on that yesterday. And and I I mean And and I I mean And and I I mean you know, you know, you know, it was a it was a typical thing. I mean it was a it was a typical thing. I mean it was a it was a typical thing. I mean I just said that you know, they kept it I just said that you know, they kept it I just said that you know, they kept it but 11 years later and and you know, but 11 years later and and you know, but 11 years later and and you know, some millions of some millions of some millions of of of of of dollars in Crown Jewels gone. of dollars in Crown Jewels gone. of dollars in Crown Jewels gone. You know, it it it's ridiculous that we You know, it it it's ridiculous that we You know, it it it's ridiculous that we don't use that we don't protect OT don't use that we don't protect OT don't use that we don't protect OT anything OT. I mean irrespective of what anything OT. I mean irrespective of what anything OT. I mean irrespective of what that was. that was. that was. Especially when you've already known Especially when you've already known Especially when you've already known that that's something that exists. So I that that's something that exists. So I that that's something that exists. So I mean it's it's like mean it's it's like mean it's it's like you know, one of the greatest you know, one of the greatest you know, one of the greatest institutions has the operational institutions has the operational institutions has the operational security of a Sherlock Holmes. security of a Sherlock Holmes. security of a Sherlock Holmes. >> You know, you know, the the other thing >> You know, you know, the the other thing >> You know, you know, the the other thing the the glass the glass that was used to the the glass the glass that was used to the the glass the glass that was used to to protect the you know, because that to protect the you know, because that to protect the you know, because that was into a encased glass thing. was into a encased glass thing. was into a encased glass thing. They reduced the size from impossible to They reduced the size from impossible to They reduced the size from impossible to break to totally breakable. Do you know break to totally breakable. Do you know break to totally breakable. Do you know why?

why? why? Not cost. Oh, because the the thick one Not cost. Oh, because the the thick one Not cost. Oh, because the the thick one was making the jewelry less appealable was making the jewelry less appealable was making the jewelry less appealable to watch through. to watch through. to watch through. That's the reason. That's the reason. That's the reason. >> Yeah, I could see that kind of >> Yeah, I could see that kind of >> Yeah, I could see that kind of >> That's stupid though. That's stupid. >> That's stupid though. That's stupid. >> That's stupid though. That's stupid. >> Yeah, totally. >> Yeah, totally. >> Yeah, totally. >> This wasn't this wasn't Ocean's 11. This >> This wasn't this wasn't Ocean's 11. This >> This wasn't this wasn't Ocean's 11. This was Ocean's did you was Ocean's did you was Ocean's did you >> Oh, no. >> Oh, no. >> Oh, no. >> the same name? >> the same name? >> the same name? >> No, any random any random person No, any >> No, any random any random person No, any >> No, any random any random person No, any random group of people with guts can do random group of people with guts can do random group of people with guts can do that. There's no tech at all. that. There's no tech at all. that. There's no tech at all. There is just you just have to say these There is just you just have to say these There is just you just have to say these people are stupid. I have the guts. I'm people are stupid. I have the guts. I'm people are stupid. I have the guts. I'm going to do it. That's all you needed. going to do it. That's all you needed. going to do it. That's all you needed. >> I think Bill when they said it was a >> I think Bill when they said it was a >> I think Bill when they said it was a risk, they went from password 123 to risk, they went from password 123 to risk, they went from password 123 to Lou. >> It's Ocean's did you try the museum's >> It's Ocean's did you try the museum's name? I mean that's that's like one of name? I mean that's that's like one of name? I mean that's that's like one of the first things that people That's like the first things that people That's like the first things that people That's like the lowest level. the lowest level. the lowest level. >> But but then you wait, there was nobody >> But but then you wait, there was nobody >> But but then you wait, there was nobody watching the cameras again because watching the cameras again because watching the cameras again because they're too busy watching traffic they're too busy watching traffic they're too busy watching traffic enforcement cameras and trying to make enforcement cameras and trying to make enforcement cameras and trying to make money. So, it's just a money. So, it's just a money. So, it's just a >> They've had some pretty big um >> They've had some pretty big um >> They've had some pretty big um thefts, I believe, in the last couple thefts, I believe, in the last couple thefts, I believe, in the last couple years.

years. years. >> Yeah. >> Yeah. >> Yeah. >> I mean, has no one watched Thomas Crown >> I mean, has no one watched Thomas Crown >> I mean, has no one watched Thomas Crown Affair? Affair? Affair? No one No one No one >> No. >> No. >> No. >> Not recently, actually, but >> Not recently, actually, but >> Not recently, actually, but Yeah, it's too funny. Yeah, it's too funny. Yeah, it's too funny. >> Wow. >> Wow. >> Wow. >> So, it's a yeah, no, it's a it's a >> So, it's a yeah, no, it's a it's a >> So, it's a yeah, no, it's a it's a disaster, that thing, because that disaster, that thing, because that disaster, that thing, because that typically one thing that can, you know, typically one thing that can, you know, typically one thing that can, you know, automation and and technology could automation and and technology could automation and and technology could really prevent that, at least raise the really prevent that, at least raise the really prevent that, at least raise the bar high enough so if it happens, it's bar high enough so if it happens, it's bar high enough so if it happens, it's an Ocean 11 type of things, but not a an Ocean 11 type of things, but not a an Ocean 11 type of things, but not a just a bunch of just a bunch of just a bunch of >> Yeah, but >> Yeah, but >> Yeah, but >> is what it is. Just >> is what it is. Just >> is what it is. Just >> It is disconnect stuff from internet. >> It is disconnect stuff from internet. >> It is disconnect stuff from internet. >> Yeah. >> Yeah. >> Yeah. >> How about that? >> How about that? >> How about that? >> Which is funny. >> Which is funny. >> Which is funny. >> Wait a minute, but are we going >> Wait a minute, but are we going >> Wait a minute, but are we going backwards? backwards? backwards? >> No, not really. Actually, it might >> No, not really. Actually, it might >> No, not really. Actually, it might >> Maybe we should go backwards. Yeah, we >> Maybe we should go backwards. Yeah, we >> Maybe we should go backwards. Yeah, we should. should. should. Maybe people got a little too excited Maybe people got a little too excited Maybe people got a little too excited about connecting OT to IT, and then all about connecting OT to IT, and then all about connecting OT to IT, and then all those segregated networks became un- those segregated networks became un- those segregated networks became un- desegregated and open, and now, guess desegregated and open, and now, guess desegregated and open, and now, guess what? what? what? >> Yeah, but that I mean, but that's it, >> Yeah, but that I mean, but that's it, >> Yeah, but that I mean, but that's it, right? It's it's the fear that, "Oh, right? It's it's the fear that, "Oh, right? It's it's the fear that, "Oh, we're not seen as progressive. We're not we're not seen as progressive. We're not we're not seen as progressive. We're not seen as using technology." And it's seen as using technology." And it's seen as using technology." And it's like, not everything needs flipping like, not everything needs flipping like, not everything needs flipping technology, people.

technology, people. technology, people. >> Well, no, not not everything needs to go >> Well, no, not not everything needs to go >> Well, no, not not everything needs to go to the the cloud, and to the the cloud, and to the the cloud, and >> Yeah, that's the >> Yeah, that's the >> Yeah, that's the >> I actually had some good conversations >> I actually had some good conversations >> I actually had some good conversations about this recently, over the last um 2 about this recently, over the last um 2 about this recently, over the last um 2 weeks. weeks. weeks. is um this idea that yeah, you is um this idea that yeah, you is um this idea that yeah, you it makes sense to go Battlestar it makes sense to go Battlestar it makes sense to go Battlestar Galactica in a lot of instances, Galactica in a lot of instances, Galactica in a lot of instances, especially with especially with especially with generative AI. And you know, this whole generative AI. And you know, this whole generative AI. And you know, this whole topic of topic of topic of enterprise AI enterprise AI enterprise AI it it it the challenge is security and the challenge is security and the challenge is security and confidentiality, right? And it's very confidentiality, right? And it's very confidentiality, right? And it's very hard to maintain uh in the cloud with a hard to maintain uh in the cloud with a hard to maintain uh in the cloud with a distributed architecture because there's distributed architecture because there's distributed architecture because there's so many security so many security so many security um you know um you know um you know you know failure potential failure you know failure potential failure you know failure potential failure points and threat factors that it it points and threat factors that it it points and threat factors that it it doesn't make sense, right? And so this doesn't make sense, right? And so this doesn't make sense, right? And so this idea of air gap idea of air gap idea of air gap and uh just having things local and uh just having things local and uh just having things local and managed locally and managed locally and managed locally and protected and protected and protected and that is becoming a bigger deal. Uh and that is becoming a bigger deal. Uh and that is becoming a bigger deal. Uh and so it could be that and so it could be that and so it could be that >> protecting it in the cloud? Because I >> protecting it in the cloud? Because I >> protecting it in the cloud? Because I disagree with your statement disagree with your statement disagree with your statement that um that um that um you know, your your Sure, there are you know, your your Sure, there are you know, your your Sure, there are various attack surfaces in in the cloud, various attack surfaces in in the cloud, various attack surfaces in in the cloud, but I mean but I mean but I mean if that's the case in the cloud is if that's the case in the cloud is if that's the case in the cloud is flipping useless.

flipping useless. flipping useless. >> No, but the thing is >> No, but the thing is >> No, but the thing is >> If you're protecting it locally, you're >> If you're protecting it locally, you're >> If you're protecting it locally, you're doing the same doing the same doing the same thing. thing. thing. >> that it's useless. >> that it's useless. >> that it's useless. >> the same things as you're using in the >> the same things as you're using in the >> the same things as you're using in the cloud. cloud. cloud. >> I like this. I like it that we're not >> I like this. I like it that we're not >> I like this. I like it that we're not agreeing on stuff. agreeing on stuff. agreeing on stuff. >> Yeah, of course. >> Yeah, of course. >> Yeah, of course. >> No, but this thing is what >> No, but this thing is what >> No, but this thing is what >> The the fact that the loose uh password >> The the fact that the loose uh password >> The the fact that the loose uh password was Lou, if that system wasn't connected was Lou, if that system wasn't connected was Lou, if that system wasn't connected to the internet, it wouldn't be that big to the internet, it wouldn't be that big to the internet, it wouldn't be that big of a deal, right? But a lot of companies of a deal, right? But a lot of companies of a deal, right? But a lot of companies >> No, it wouldn't have been that big of a >> No, it wouldn't have been that big of a >> No, it wouldn't have been that big of a It wouldn't have been that big of a It wouldn't have been that big of a It wouldn't have been that big of a debacle. It's stupid. debacle. It's stupid. debacle. It's stupid. >> But that's the But that's the point. >> But that's the But that's the point. >> But that's the But that's the point. >> A lot of companies, they don't want to >> A lot of companies, they don't want to >> A lot of companies, they don't want to buy the licenses, and so they had one buy the licenses, and so they had one buy the licenses, and so they had one login, and everyone had the password, login, and everyone had the password, login, and everyone had the password, and anyone could do whatever they want and anyone could do whatever they want and anyone could do whatever they want to do, and that's like a bad idea to do, and that's like a bad idea to do, and that's like a bad idea anyway, uh even before you introduce the anyway, uh even before you introduce the anyway, uh even before you introduce the cloud into everything. cloud into everything. cloud into everything. >> But the thing is you raise a great >> But the thing is you raise a great >> But the thing is you raise a great point, David, I think, which is a thing point, David, I think, which is a thing point, David, I think, which is a thing that's always fascinated me and this that's always fascinated me and this that's always fascinated me and this fully understood is that the the fully understood is that the the fully understood is that the the confusion of the the the the the the confusion of the the the the the the confusion of the the the the the the technologies that is the cloud and the technologies that is the cloud and the technologies that is the cloud and the actually the the deployment business actually the the deployment business actually the the deployment business model. And what I mean by that is that model. And what I mean by that is that model. And what I mean by that is that the deployment business model has been the deployment business model has been the deployment business model has been in order to save money and scale, we're in order to save money and scale, we're in order to save money and scale, we're going to put all those stuff on the going to put all those stuff on the going to put all those stuff on the internet. So, it's accessible through internet. So, it's accessible through internet. So, it's accessible through the internet.

the internet. the internet. But, if you disconnect cloud But, if you disconnect cloud But, if you disconnect cloud infrastructure, the technology from the infrastructure, the technology from the infrastructure, the technology from the internet and run it locally, you can do internet and run it locally, you can do internet and run it locally, you can do very great stuff around it. very great stuff around it. very great stuff around it. >> yeah. >> yeah. >> yeah. >> The internet is the connection that is >> The internet is the connection that is >> The internet is the connection that is the problem because we fundamentally the problem because we fundamentally the problem because we fundamentally created the internet without You heard created the internet without You heard created the internet without You heard me saying that on the show, without any me saying that on the show, without any me saying that on the show, without any concept of authentication because it was concept of authentication because it was concept of authentication because it was created by a bunch of researcher that created by a bunch of researcher that created by a bunch of researcher that wanted people to read their paper. So, wanted people to read their paper. So, wanted people to read their paper. So, they couldn't care less about they couldn't care less about they couldn't care less about authentication. So, there's no authentication. So, there's no authentication. So, there's no fundamental authentication on the fundamental authentication on the fundamental authentication on the network. So, no, it's true. network. So, no, it's true. network. So, no, it's true. >> Yeah, so I >> Yeah, so I >> Yeah, so I >> Yeah, it wasn't built for security, >> Yeah, it wasn't built for security, >> Yeah, it wasn't built for security, period. period. period. >> No, you're right. You're right, there's >> No, you're right. You're right, there's >> No, you're right. You're right, there's no security built into TCP/IP. no security built into TCP/IP. no security built into TCP/IP. Um, I just had a weird thought about Um, I just had a weird thought about Um, I just had a weird thought about Mike Judge making another movie like Mike Judge making another movie like Mike Judge making another movie like Idiocracy. And in the movie, all of us Idiocracy. And in the movie, all of us Idiocracy. And in the movie, all of us and some of our IoT friends are all on and some of our IoT friends are all on and some of our IoT friends are all on trial. trial. trial. This is like it some years in the future This is like it some years in the future This is like it some years in the future and we are all on trial and we are and we are all on trial and we are and we are all on trial and we are getting convicted because we brought IoT getting convicted because we brought IoT getting convicted because we brought IoT to the world and it turned out to be the to the world and it turned out to be the to the world and it turned out to be the worst idea in the history of technology.

worst idea in the history of technology. worst idea in the history of technology. And that everybody got hacked to And that everybody got hacked to And that everybody got hacked to oblivion because of IoT. They're like, oblivion because of IoT. They're like, oblivion because of IoT. They're like, "How stupid were we with this Industry "How stupid were we with this Industry "How stupid were we with this Industry 4.0 crap? Industry 3.0 was just fine. 4.0 crap? Industry 3.0 was just fine. 4.0 crap? Industry 3.0 was just fine. Just if you need what if you want to see Just if you need what if you want to see Just if you need what if you want to see what the machine's doing, go look at the what the machine's doing, go look at the what the machine's doing, go look at the machine." machine." machine." Go look at the Windows 95 computer Go look at the Windows 95 computer Go look at the Windows 95 computer connected to the next door with a graph connected to the next door with a graph connected to the next door with a graph on it. on it. on it. >> maybe it's not that bad because >> maybe it's not that bad because >> maybe it's not that bad because remember, hey, Rob, you when you and I remember, hey, Rob, you when you and I remember, hey, Rob, you when you and I were were were at IoT Solutions World Congress in like at IoT Solutions World Congress in like at IoT Solutions World Congress in like what the hell was it? Like 2016, almost what the hell was it? Like 2016, almost what the hell was it? Like 2016, almost 10 years ago. 10 years ago. 10 years ago. Uh you know, it was funny because you Uh you know, it was funny because you Uh you know, it was funny because you had a lot of operators going and doing had a lot of operators going and doing had a lot of operators going and doing security posture assessments on uh you security posture assessments on uh you security posture assessments on uh you know, on factories, right? Like in uh know, on factories, right? Like in uh know, on factories, right? Like in uh production environments and they're production environments and they're production environments and they're going, "OH MY GOD, YOU KNOW, there's going, "OH MY GOD, YOU KNOW, there's going, "OH MY GOD, YOU KNOW, there's holes everywhere. It's not secure. holes everywhere. It's not secure. holes everywhere. It's not secure. They're not using secure protocols or They're not using secure protocols or They're not using secure protocols or anything, you know, a disaster. But, anything, you know, a disaster. But, anything, you know, a disaster. But, they were projecting their view of they were projecting their view of they were projecting their view of security onto a completely different security onto a completely different security onto a completely different operating environment. And so, I and operating environment. And so, I and operating environment. And so, I and then you had this whole narrative I, you then you had this whole narrative I, you then you had this whole narrative I, you know, converging IT and OT, right? And know, converging IT and OT, right? And know, converging IT and OT, right? And then this, I don't know, ginning up of a then this, I don't know, ginning up of a then this, I don't know, ginning up of a war between uh the two factions. And war between uh the two factions. And war between uh the two factions. And maybe that maybe that maybe that to to your point, maybe all of it was to to your point, maybe all of it was to to your point, maybe all of it was super misguided. And, you know, to your super misguided. And, you know, to your super misguided. And, you know, to your point, uh Dimitri, yeah, there is a and point, uh Dimitri, yeah, there is a and point, uh Dimitri, yeah, there is a and this is one of the this is one of the this is one of the funny things about cloud. People still funny things about cloud. People still funny things about cloud. People still don't understand what you just said.

don't understand what you just said. don't understand what you just said. There's a difference between the There's a difference between the There's a difference between the technology and the operating business technology and the operating business technology and the operating business model, right? And how services are model, right? And how services are model, right? And how services are delivered and how resources are um delivered and how resources are um delivered and how resources are um deployed, right? deployed, right? deployed, right? And um And um And um uh the thing is is uh the thing is is uh the thing is is cloud technology is making it down into cloud technology is making it down into cloud technology is making it down into edge environments. So, these air- an edge environments. So, these air- an edge environments. So, these air- an air-gapped environment could be air-gapped environment could be air-gapped environment could be cloud-native, right? That's why there's cloud-native, right? That's why there's cloud-native, right? That's why there's this whole movement toward, you know, this whole movement toward, you know, this whole movement toward, you know, cloud ran and cloud XYZ, cloud-native cloud ran and cloud XYZ, cloud-native cloud ran and cloud XYZ, cloud-native XYZ. And so, it's not that you can't XYZ. And so, it's not that you can't XYZ. And so, it's not that you can't have the benefits of cloud technology or have the benefits of cloud technology or have the benefits of cloud technology or cloud-native technology cloud-native technology cloud-native technology outside of these hyperscale um outside of these hyperscale um outside of these hyperscale um environments, right? Um environments, right? Um environments, right? Um and and you know, a lot of these and and you know, a lot of these and and you know, a lot of these fundamental questions that you're fundamental questions that you're fundamental questions that you're raising, those are things people should raising, those are things people should raising, those are things people should ask. And does it really need to be ask. And does it really need to be ask. And does it really need to be um um um you know, deployed in a hyperscale cloud you know, deployed in a hyperscale cloud you know, deployed in a hyperscale cloud across their, you know, availability across their, you know, availability across their, you know, availability zones or whatever, right? And you know, zones or whatever, right? And you know, zones or whatever, right? And you know, the hyperscalers themselves, these cloud the hyperscalers themselves, these cloud the hyperscalers themselves, these cloud service providers are finding that the service providers are finding that the service providers are finding that the edge is a [ __ ] edge is a [ __ ] edge is a [ __ ] Then every turn, right?

Then every turn, right? Then every turn, right? And then they really struggled to get And then they really struggled to get And then they really struggled to get that data up into the cloud. that data up into the cloud. that data up into the cloud. >> piece of this though is the physical >> piece of this though is the physical >> piece of this though is the physical security. security. security. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. That's the main difference, but I mean, That's the main difference, but I mean, That's the main difference, but I mean, this debate this debate this debate it's always funny to me because the the it's always funny to me because the the it's always funny to me because the the reality is that computing will always be reality is that computing will always be reality is that computing will always be fundamentally distributed. There's no fundamentally distributed. There's no fundamentally distributed. There's no reason to have it totally edge or reason to have it totally edge or reason to have it totally edge or totally cloud. It's totally cloud. It's totally cloud. It's >> Yeah. >> Yeah. >> Yeah. >> It doesn't work that way, so >> It doesn't work that way, so >> It doesn't work that way, so >> I remember back in the day, Bill, I'm >> I remember back in the day, Bill, I'm >> I remember back in the day, Bill, I'm sure you can back me up on this. sure you can back me up on this. sure you can back me up on this. Um we used to have meetings about Um we used to have meetings about Um we used to have meetings about whether something to be connected to the whether something to be connected to the whether something to be connected to the internet. I'm like, do we not do that internet. I'm like, do we not do that internet. I'm like, do we not do that anymore? anymore? anymore? >> No. No. >> No. No. >> No. No. No. No. No. >> Well, you actually love >> Well, you actually love >> Well, you actually love such a such a such a >> Yeah, but it >> Yeah, but it >> Yeah, but it it has become to a point that you can it has become to a point that you can it has become to a point that you can buy any physical object right now and buy any physical object right now and buy any physical object right now and there's no freaking way you can make it there's no freaking way you can make it there's no freaking way you can make it work without creating an account work without creating an account work without creating an account somewhere on the freaking cloud. somewhere on the freaking cloud. somewhere on the freaking cloud. >> You know, you're right about the should >> You know, you're right about the should >> You know, you're right about the should we connect to the internet or not we connect to the internet or not we connect to the internet or not because because because Windows was a lot more secure before the Windows was a lot more secure before the Windows was a lot more secure before the internet.

internet. internet. And as soon as the internet happened and And as soon as the internet happened and And as soon as the internet happened and all these networks, it got attacked into all these networks, it got attacked into all these networks, it got attacked into oblivion, you know? oblivion, you know? oblivion, you know? And gosh, what a what a brutal thing. And gosh, what a what a brutal thing. And gosh, what a what a brutal thing. >> I I I disagree with that. I would say >> I I I disagree with that. I would say >> I I I disagree with that. I would say that thanks to what Bill just said, that thanks to what Bill just said, that thanks to what Bill just said, which is physical security was much more which is physical security was much more which is physical security was much more easier to enforce in Windows before the easier to enforce in Windows before the easier to enforce in Windows before the internet that it is. You could enforce internet that it is. You could enforce internet that it is. You could enforce physical security. You could put a physical security. You could put a physical security. You could put a freaking big door in front of your freaking big door in front of your freaking big door in front of your computer and you can protect it for computer and you can protect it for computer and you can protect it for somebody going to mess up with his lack somebody going to mess up with his lack somebody going to mess up with his lack of security. of security. of security. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> All right, I'm going to tell you >> All right, I'm going to tell you >> All right, I'm going to tell you something that will horrify you related something that will horrify you related something that will horrify you related to the Department of Defense back in the to the Department of Defense back in the to the Department of Defense back in the early '90s running Windows 3.1 on, you early '90s running Windows 3.1 on, you early '90s running Windows 3.1 on, you know, DOS machines cuz that's what was know, DOS machines cuz that's what was know, DOS machines cuz that's what was around back then. Do you know what the around back then. Do you know what the around back then. Do you know what the security for it was? Having a password security for it was? Having a password security for it was? Having a password on the screensaver on the screensaver on the screensaver for Windows. for Windows. for Windows. >> Oh, yeah. >> Oh, yeah. >> Oh, yeah. >> Well, that's security. >> Well, that's security. >> Well, that's security. >> That's a good user That's a good user >> That's a good user That's a good user >> That's a good user That's a good user experience. experience. experience. >> It's the It's It's all relative because >> It's the It's It's all relative because >> It's the It's It's all relative because you know what? I was on a SentinelOne you know what? I was on a SentinelOne you know what? I was on a SentinelOne um um um uh uh uh uh um webinar. Uh I was listening in.

uh um webinar. Uh I was listening in. uh um webinar. Uh I was listening in. Dude, some of the stuff that's coming Dude, some of the stuff that's coming Dude, some of the stuff that's coming down the pike in terms of like the GenAI down the pike in terms of like the GenAI down the pike in terms of like the GenAI augmented cyber threats, which we've augmented cyber threats, which we've augmented cyber threats, which we've already talked about on IoT Coffee Talk already talked about on IoT Coffee Talk already talked about on IoT Coffee Talk long time ago. long time ago. long time ago. This [ __ ] is This [ __ ] is This [ __ ] is freaking insane. freaking insane. freaking insane. You know, You know, You know, what what is coming, you know, what what is coming, you know, what what is coming, you know, the cybercriminal economy is being the cybercriminal economy is being the cybercriminal economy is being hypercharged and nobody sees it coming, hypercharged and nobody sees it coming, hypercharged and nobody sees it coming, right? Even though people are saying right? Even though people are saying right? Even though people are saying stuff, right? You go to RSAC, you go to stuff, right? You go to RSAC, you go to stuff, right? You go to RSAC, you go to any of these any of these any of these um big uh vendor conferences, they Now um big uh vendor conferences, they Now um big uh vendor conferences, they Now they're starting to put up that they're starting to put up that they're starting to put up that uh that chart, right? That shows uh the uh that chart, right? That shows uh the uh that chart, right? That shows uh the cybercriminal economy is the cybercriminal economy is the cybercriminal economy is the fastest-growing and it's the third fastest-growing and it's the third fastest-growing and it's the third largest in the world, which is probably largest in the world, which is probably largest in the world, which is probably an underestimation. It'll probably get an underestimation. It'll probably get an underestimation. It'll probably get worse. worse. worse. But, But, But, some of this the novel attacks that are some of this the novel attacks that are some of this the novel attacks that are coming, man, these guys are just coming, man, these guys are just coming, man, these guys are just just tapping into the power of just tapping into the power of just tapping into the power of generative AI and it's force-multiplying generative AI and it's force-multiplying generative AI and it's force-multiplying them beyond anything any enterprise is them beyond anything any enterprise is them beyond anything any enterprise is going to be able to protect themselves going to be able to protect themselves going to be able to protect themselves from, right? So, it it They're the the from, right? So, it it They're the the from, right? So, it it They're the the the threats are always going to be the threats are always going to be the threats are always going to be ahead, but the problem here now is ahead, but the problem here now is ahead, but the problem here now is everything is networked, the sharing of everything is networked, the sharing of everything is networked, the sharing of knowledge in the cybercriminal knowledge in the cybercriminal knowledge in the cybercriminal um um um economy it it is is so economy it it is is so economy it it is is so um um um I mean, the friction has been taken out, I mean, the friction has been taken out, I mean, the friction has been taken out, right? And it's going to be freaking

right? And it's going to be freaking right? And it's going to be freaking scary as hell, and we even individuals scary as hell, and we even individuals scary as hell, and we even individuals will not be able to ignore this. All of will not be able to ignore this. All of will not be able to ignore this. All of a sudden trust, privacy, all these a sudden trust, privacy, all these a sudden trust, privacy, all these things we've been talking about are things we've been talking about are things we've been talking about are going to be essential, right? Because going to be essential, right? Because going to be essential, right? Because the threats are going to be so the threats are going to be so the threats are going to be so pervasive, deep, and um you know pervasive, deep, and um you know pervasive, deep, and um you know uh disruptive, you know? We're going to uh disruptive, you know? We're going to uh disruptive, you know? We're going to see entire companies go down, see entire companies go down, see entire companies go down, individuals get micro targeted and individuals get micro targeted and individuals get micro targeted and attacked. attacked. attacked. It it it's going to be freaking scary. It it it's going to be freaking scary. It it it's going to be freaking scary. >> It's it's It's beyond that. It's It's >> It's it's It's beyond that. It's It's >> It's it's It's beyond that. It's It's beyond that because it's beyond the beyond that because it's beyond the beyond that because it's beyond the economy. It's also It's economy. It's also It's economy. It's also It's It's getting the area of, you know, It's getting the area of, you know, It's getting the area of, you know, government power, control of people. government power, control of people. government power, control of people. That's what also people don't realize. That's what also people don't realize. That's what also people don't realize. By the way, By the way, By the way, >> It's a different thing. >> It's a different thing. >> It's a different thing. >> Yeah, no, but it's the same but it's the >> Yeah, no, but it's the same but it's the >> Yeah, no, but it's the same but it's the same tools. It's the same tools because same tools. It's the same tools because same tools. It's the same tools because now you now you now you >> But it's the same tools that digital >> But it's the same tools that digital >> But it's the same tools that digital marketing people are using. marketing people are using. marketing people are using. >> Yeah. >> Yeah. >> Yeah. >> It is literally the same tools. It's >> It is literally the same tools. It's >> It is literally the same tools. It's just that in terms of efficacy, the end just that in terms of efficacy, the end just that in terms of efficacy, the end and benefit, right? And for force multi- and benefit, right? And for force multi- and benefit, right? And for force multi- application, it it's on the side of the application, it it's on the side of the application, it it's on the side of the cyber criminal uh criminals.

cyber criminal uh criminals. cyber criminal uh criminals. >> Oh, it is. Absolutely. Like so if >> Oh, it is. Absolutely. Like so if >> Oh, it is. Absolutely. Like so if someone's an alcoholic, they're like, someone's an alcoholic, they're like, someone's an alcoholic, they're like, "Yeah, let's sell this guy more "Yeah, let's sell this guy more "Yeah, let's sell this guy more uh uh uh you know, Jack Daniels you know, Jack Daniels you know, Jack Daniels because we want to make money and we because we want to make money and we because we want to make money and we don't care if he's an alcoholic. You don't care if he's an alcoholic. You don't care if he's an alcoholic. You know he's going to buy our stuff." know he's going to buy our stuff." know he's going to buy our stuff." >> Yeah, Rob, you and I are We got to do that. We got to do that. Yeah, you do. And yacht rock. But you and I we were at And yacht rock. But you and I we were at at Lenovo GIAC and Doug Fisher, who's at Lenovo GIAC and Doug Fisher, who's at Lenovo GIAC and Doug Fisher, who's the chief um the chief um the chief um security and AI officer, he got up and security and AI officer, he got up and security and AI officer, he got up and remember when he talked about that that remember when he talked about that that remember when he talked about that that new new new chatbot or whatever LLM chatbot thingy, chatbot or whatever LLM chatbot thingy, chatbot or whatever LLM chatbot thingy, um um um spambot spam GPT. spambot spam GPT. spambot spam GPT. >> So >> So >> So >> Yeah. We talked about probably a year >> Yeah. We talked about probably a year >> Yeah. We talked about probably a year and a half ago how you know, at some and a half ago how you know, at some and a half ago how you know, at some point you point you point you know, the dark web is going to have a know, the dark web is going to have a know, the dark web is going to have a LLM overlay and something like chat GPT LLM overlay and something like chat GPT LLM overlay and something like chat GPT on top of it. So it on top of it. So it on top of it. So it democratizes democratizes democratizes access to all the dark web content, but access to all the dark web content, but access to all the dark web content, but then also allows then also allows then also allows you know, you know, you know, bad actors to just bad actors to just bad actors to just very easily very easily very easily deploy design and deploy deploy design and deploy deploy design and deploy you know, attacks and scale them out.

you know, attacks and scale them out. you know, attacks and scale them out. Dude Dude Dude >> Yeah. >> Yeah. >> Yeah. >> It's happening and it's going to get >> It's happening and it's going to get >> It's happening and it's going to get worse. And then now you want to expose worse. And then now you want to expose worse. And then now you want to expose your your business and operating your your business and operating your your business and operating environments to the internet? environments to the internet? environments to the internet? We're going to take a double take at We're going to take a double take at We're going to take a double take at this. There's no question, especially this. There's no question, especially this. There's no question, especially anything that's you know, business anything that's you know, business anything that's you know, business critical or critical or critical or just mission critical just mission critical just mission critical and critical infrastructure. and critical infrastructure. and critical infrastructure. It's going to be insane. It's going to be insane. It's going to be insane. So So So >> You know, years ago I used to like I did >> You know, years ago I used to like I did >> You know, years ago I used to like I did a same post once a month like on social a same post once a month like on social a same post once a month like on social media across everything. I just said, media across everything. I just said, media across everything. I just said, "Hey enterprises, please disconnect your "Hey enterprises, please disconnect your "Hey enterprises, please disconnect your company from the internet. company from the internet. company from the internet. It's not worth it. >> I don't know. >> I don't know. >> What was your What was your conversion >> What was your What was your conversion >> What was your What was your conversion rate, Rob? What was your conversion rate, Rob? What was your conversion rate, Rob? What was your conversion >> Nobody Nobody listened to me. They were >> Nobody Nobody listened to me. They were >> Nobody Nobody listened to me. They were like, "Oh, that's stupid. I want to be like, "Oh, that's stupid. I want to be like, "Oh, that's stupid. I want to be connected, man. You know, connected, man. You know, connected, man. You know, >> No one's going to listen to us. No one's >> No one's going to listen to us. No one's >> No one's going to listen to us. No one's going to listen to this. They're going going to listen to this. They're going going to listen to this. They're going to They're going to discount everything.

to They're going to discount everything. to They're going to discount everything. It boils down to this, risk It boils down to this, risk It boils down to this, risk plus tolerance, right? So you can be plus tolerance, right? So you can be plus tolerance, right? So you can be aware of the risk, but your tolerance aware of the risk, but your tolerance aware of the risk, but your tolerance might be high at it it you know, based might be high at it it you know, based might be high at it it you know, based on perception or uh or on perception or uh or on perception or uh or >> divided by ignorance. >> divided by ignorance. >> divided by ignorance. >> Oh, there you go. >> Oh, there you go. >> Oh, there you go. >> Well, it's it's it's all about >> Well, it's it's it's all about >> Well, it's it's it's all about maximizing greed. It's just the root maximizing greed. It's just the root maximizing greed. It's just the root cause I mean sorry, the root cause is cause I mean sorry, the root cause is cause I mean sorry, the root cause is there. So, there. So, there. So, >> But, is it Are we Are we coming up with >> But, is it Are we Are we coming up with >> But, is it Are we Are we coming up with the equation for stupidity? the equation for stupidity? the equation for stupidity? >> We are. >> We are. >> We are. >> Got that. Man, I was I was born with >> Got that. Man, I was I was born with >> Got that. Man, I was I was born with that equation. Yeah. that equation. Yeah. that equation. Yeah. So, so Leonard, you were just at IoT So, so Leonard, you were just at IoT So, so Leonard, you were just at IoT Stars a few days ago. Stars a few days ago. Stars a few days ago. >> we missed everybody. >> we missed everybody. >> we missed everybody. >> How was that? >> How was that? >> How was that? >> It was really good, dude. That was like >> It was really good, dude. That was like >> It was really good, dude. That was like one of the best ones that I've been to. one of the best ones that I've been to. one of the best ones that I've been to. Um yeah, it was it was pretty packed. Um yeah, it was it was pretty packed. Um yeah, it was it was pretty packed. That was a full house. And it was a it That was a full house. And it was a it That was a full house. And it was a it wasn't a small venue. It was probably wasn't a small venue. It was probably wasn't a small venue. It was probably one of the bigger Well, one of the bigger Well, one of the bigger Well, yeah.

yeah. yeah. I think it was just as big as I think it was just as big as I think it was just as big as uh Estreya in terms of uh Estreya in terms of uh Estreya in terms of Yeah, but instead of having half of the Yeah, but instead of having half of the Yeah, but instead of having half of the seats filled, it was all the seats seats filled, it was all the seats seats filled, it was all the seats filled. filled. filled. >> Okay. >> Okay. >> Okay. >> And um it was weird. >> And um it was weird. >> And um it was weird. >> Uh-huh. >> Uh-huh. >> Uh-huh. >> Was that at the House of Blues? >> Was that at the House of Blues? >> Was that at the House of Blues? >> The House of Blues, yeah, in Anaheim. >> The House of Blues, yeah, in Anaheim. >> The House of Blues, yeah, in Anaheim. >> Okay. >> Okay. >> Okay. >> And it was it was weird to see all of >> And it was it was weird to see all of >> And it was it was weird to see all of our friends uh in Anaheim our friends uh in Anaheim our friends uh in Anaheim cuz we usually see them in Europe, cuz we usually see them in Europe, cuz we usually see them in Europe, right? right? right? >> Right. >> Right. >> Right. >> Austin was kind of weird. Anaheim was >> Austin was kind of weird. Anaheim was >> Austin was kind of weird. Anaheim was really really weird. And um yeah, it was really really weird. And um yeah, it was really really weird. And um yeah, it was it was um it was um it was um a really good good show, good showing, a a really good good show, good showing, a a really good good show, good showing, a lot of great conversations. So, yeah, it lot of great conversations. So, yeah, it lot of great conversations. So, yeah, it it I think it and it I think it and it I think it and I don't know. Everyone was telling me I don't know. Everyone was telling me I don't know. Everyone was telling me that Embedded that Embedded that Embedded that was probably the that was probably the that was probably the the thing to be at the thing to be at the thing to be at for you know, because for you know, because for you know, because Embedded looked like it was pretty weak Embedded looked like it was pretty weak Embedded looked like it was pretty weak again. So, again. So, again. So, >> Oh, no. I didn't realize that. Okay. All >> Oh, no. I didn't realize that. Okay. All >> Oh, no. I didn't realize that. Okay. All right, that's too bad to hear that. Um, right, that's too bad to hear that. Um, right, that's too bad to hear that. Um, you know, cuz you're right, normally we you know, cuz you're right, normally we you know, cuz you're right, normally we think IoT Stars IoT Stars is a Mobile think IoT Stars IoT Stars is a Mobile think IoT Stars IoT Stars is a Mobile World Congress thing in Barca World Congress thing in Barca World Congress thing in Barca going on over 10 years now and um going on over 10 years now and um going on over 10 years now and um and and and are we all going to be there this next are we all going to be there this next are we all going to be there this next February for Mobile World Congress?

February for Mobile World Congress? February for Mobile World Congress? >> I'm I already have my hotel, already >> I'm I already have my hotel, already >> I'm I already have my hotel, already have my plane have my plane have my plane booked. booked. booked. >> Okay. >> Okay. >> Okay. >> Yeah. >> Yeah. >> Yeah. Yeah, so I'll be there. Yeah, so I'll be there. Yeah, so I'll be there. But IoT Stars is not going to be there. But IoT Stars is not going to be there. But IoT Stars is not going to be there. >> What? >> What? >> What? >> You didn't know that? >> You didn't know that? >> You didn't know that? >> No. >> No. >> No. >> No, it's an Now they're attaching >> No, it's an Now they're attaching >> No, it's an Now they're attaching themselves to embedded and we'll see themselves to embedded and we'll see themselves to embedded and we'll see that whether or not they'll do that whether or not they'll do that whether or not they'll do embedded North American next year, but embedded North American next year, but embedded North American next year, but Mark told me that they're looking at Mark told me that they're looking at Mark told me that they're looking at starting their own starting their own starting their own event event event in North America or and so that should in North America or and so that should in North America or and so that should be interesting. be interesting. be interesting. So So So >> Well, you know, another place that I >> Well, you know, another place that I >> Well, you know, another place that I think many of us are going to be shortly think many of us are going to be shortly think many of us are going to be shortly is a lot of us are going to be at CES in is a lot of us are going to be at CES in is a lot of us are going to be at CES in January. Yeah? January. Yeah? January. Yeah? Yeah? Yeah? Yeah? >> Don't say that, man. >> Don't say that, man. >> Don't say that, man. Yeah, well, be there. I will be there. Yeah, well, be there. I will be there. Yeah, well, be there. I will be there. I'll be hanging out with you in the I'll be hanging out with you in the I'll be hanging out with you in the sphere. sphere. sphere. >> That's right. That's right. And Pete is >> That's right. That's right. And Pete is >> That's right. That's right. And Pete is putting on stuff with uh putting on stuff with uh putting on stuff with uh Edge AI stuff and uh Edge AI stuff and uh Edge AI stuff and uh >> Yeah.

>> Yeah. >> Yeah. >> I think we should do some kind of coffee >> I think we should do some kind of coffee >> I think we should do some kind of coffee talk or something. talk or something. talk or something. >> You know we will. >> You know we will. >> You know we will. >> You know what? This this really >> You know what? This this really >> You know what? This this really irritates me. You know what? IoT Stars irritates me. You know what? IoT Stars irritates me. You know what? IoT Stars is the jam and losing it Oh my gosh, is the jam and losing it Oh my gosh, is the jam and losing it Oh my gosh, we're going to have to come up with our we're going to have to come up with our we're going to have to come up with our own version of that that we can do other own version of that that we can do other own version of that that we can do other places like IoT Planets or something if places like IoT Planets or something if places like IoT Planets or something if they don't have IoT Stars. they don't have IoT Stars. they don't have IoT Stars. I don't know. I don't know. I don't know. Um Um Um >> IoT Metaverse? >> IoT Metaverse? >> IoT Metaverse? Metaverse? Metaverse? Metaverse? >> Yeah, yeah, exactly. Exactly. I love it. >> Yeah, yeah, exactly. Exactly. I love it. >> Yeah, yeah, exactly. Exactly. I love it. Yeah, but we got to do we got to do Yeah, but we got to do we got to do Yeah, but we got to do we got to do stuff live. Yeah, just like you know, stuff live. Yeah, just like you know, stuff live. Yeah, just like you know, just like Olivier does with his IoT just like Olivier does with his IoT just like Olivier does with his IoT show. I love watching you on the IoT show. I love watching you on the IoT show. I love watching you on the IoT show there in Leonard. You are show there in Leonard. You are show there in Leonard. You are >> Oh my god. >> Oh my god. >> Oh my god. >> You were wasted. >> You were wasted. >> You were wasted. >> I want to see that. >> I want to see that. >> I want to see that. >> I know, dude. I I it was just off of one >> I know, dude. I I it was just off of one >> I know, dude. I I it was just off of one beer. I was just exhausted because in beer. I was just exhausted because in beer. I was just exhausted because in the morning, you know, I was at Cisco the morning, you know, I was at Cisco the morning, you know, I was at Cisco at the Cisco event. at the Cisco event. at the Cisco event. And they freaking And they freaking And they freaking they they they pounded your brain with like pounded your brain with like pounded your brain with like one session after the other, right? And one session after the other, right? And one session after the other, right? And and by the way, that was a great event and by the way, that was a great event and by the way, that was a great event as well. The the the guys at Cisco put as well. The the the guys at Cisco put as well. The the the guys at Cisco put on great events.

on great events. on great events. >> Oh, that's good. >> Oh, that's good. >> Oh, that's good. >> Yeah, but >> Yeah, but >> Yeah, but um um um yeah, man. yeah, man. yeah, man. >> You were dropping so many buzzwords and >> You were dropping so many buzzwords and >> You were dropping so many buzzwords and words that didn't mean anything words that didn't mean anything words that didn't mean anything connected to other things during your connected to other things during your connected to other things during your talk with Olivier. talk with Olivier. talk with Olivier. It reminded me It reminded me It reminded me it reminded me, do you guys do you guys it reminded me, do you guys do you guys it reminded me, do you guys do you guys remember the show In Living Color? remember the show In Living Color? remember the show In Living Color? >> Uh >> Uh >> Uh Remember it. Remember it. Remember it. >> the Wayans brothers >> the Wayans brothers >> the Wayans brothers >> Yeah, Wayans brothers >> Yeah, Wayans brothers >> Yeah, Wayans brothers >> Homie don't Hey, look, man. Homie don't >> Homie don't Hey, look, man. Homie don't >> Homie don't Hey, look, man. Homie don't play that. play that. play that. >> Homie don't play >> Homie don't play >> Homie don't play >> That's right. >> That's right. >> That's right. >> Yeah. >> Yeah. >> Yeah. But remember the Wayans brothers would But remember the Wayans brothers would But remember the Wayans brothers would always do that skit where they would always do that skit where they would always do that skit where they would just start saying all these big words just start saying all these big words just start saying all these big words and they didn't even know what they were and they didn't even know what they were and they didn't even know what they were saying. That's what Leonard sounded like saying. That's what Leonard sounded like saying. That's what Leonard sounded like talking to Olivier. >> Oh my god, dude. That's so >> Oh my god, dude. That's so >> He said He said synergy, didn't he? Yes, >> He said He said synergy, didn't he? Yes, >> He said He said synergy, didn't he? Yes, he did. he did. he did. >> There might have been some synergy in >> There might have been some synergy in >> There might have been some synergy in there. You never know. there. You never know. there. You never know. >> You know, the thing is is that you know, >> You know, the thing is is that you know, >> You know, the thing is is that you know, it's because of um it's because of um it's because of um uh it is it's the influence of Matt uh it is it's the influence of Matt uh it is it's the influence of Matt and Crawford.

and Crawford. and Crawford. >> Yes. >> Yes. >> Yes. >> Yeah, they rubbed off on me. Yeah, >> Yeah, they rubbed off on me. Yeah, >> Yeah, they rubbed off on me. Yeah, actually. actually. actually. >> Yeah. >> Yeah. >> Yeah. >> You know what else is going on with >> You know what else is going on with >> You know what else is going on with Smart City World Expo in Barcelona? Smart City World Expo in Barcelona? Smart City World Expo in Barcelona? >> Oh. Oh. >> Oh. Oh. >> Oh. Oh. Are you going? Are you going? Are you going? >> Are you going? >> Are you going? >> Are you going? >> What happened there? >> What happened there? >> What happened there? >> Uh there was a lot going on there. I >> Uh there was a lot going on there. I >> Uh there was a lot going on there. I think they said they had 25,000 people. think they said they had 25,000 people. think they said they had 25,000 people. >> WOW. NO WAY. >> WOW. NO WAY. >> WOW. NO WAY. >> IT WAS HUGE. >> IT WAS HUGE. >> IT WAS HUGE. >> WOW. >> WOW. >> WOW. >> SERIOUSLY, you have to go to uh you have >> SERIOUSLY, you have to go to uh you have >> SERIOUSLY, you have to go to uh you have to go to Europe for any real tech to go to Europe for any real tech to go to Europe for any real tech conferences, right? Uh yeah, Demetri conferences, right? Uh yeah, Demetri conferences, right? Uh yeah, Demetri >> everybody wants to go to Barcelona. >> everybody wants to go to Barcelona. >> everybody wants to go to Barcelona. >> Yeah, yeah. Well, too, but everybody >> Yeah, yeah. Well, too, but everybody >> Yeah, yeah. Well, too, but everybody wants to go to San Diego, too. So, wants to go to San Diego, too. So, wants to go to San Diego, too. So, everyone should just have their freaking everyone should just have their freaking everyone should just have their freaking tech conferences in San Diego. Um I tech conferences in San Diego. Um I tech conferences in San Diego. Um I think we have better weather. But think we have better weather. But think we have better weather. But anyway, anyway, anyway, um um um yeah, Demetri and I were talking about yeah, Demetri and I were talking about yeah, Demetri and I were talking about how like in the US, none of these tech how like in the US, none of these tech how like in the US, none of these tech conferences really do well, right? And conferences really do well, right? And conferences really do well, right? And they're shrinking. It's because the big they're shrinking. It's because the big they're shrinking. It's because the big vendor events have sucked all of the the vendor events have sucked all of the the vendor events have sucked all of the the yeah, the oxygen out of the room. And yeah, the oxygen out of the room. And yeah, the oxygen out of the room. And it's a something that we talked about uh it's a something that we talked about uh it's a something that we talked about uh at IoT Stars cuz everyone was reacting at IoT Stars cuz everyone was reacting at IoT Stars cuz everyone was reacting to the very light uh attendance, at to the very light uh attendance, at to the very light uh attendance, at least on day one least on day one least on day one of embedded. And and so, um you know, I of embedded. And and so, um you know, I of embedded. And and so, um you know, I I think that's kind of a problem, right?

I think that's kind of a problem, right? I think that's kind of a problem, right? And it's actually a waste of time And it's actually a waste of time And it's actually a waste of time because you go to these vendor because you go to these vendor because you go to these vendor conferences and then you're just really conferences and then you're just really conferences and then you're just really focused on just one uber vendor and focused on just one uber vendor and focused on just one uber vendor and their ecosystem. Um the tech conferences their ecosystem. Um the tech conferences their ecosystem. Um the tech conferences that you have in Europe, I think are that you have in Europe, I think are that you have in Europe, I think are really cool because uh there's more of really cool because uh there's more of really cool because uh there's more of like a a balanced distribution of like a a balanced distribution of like a a balanced distribution of influence and um and uh content, right? influence and um and uh content, right? influence and um and uh content, right? You And and companies you can talk to. You And and companies you can talk to. You And and companies you can talk to. Um Um Um anyway. anyway. anyway. But I think that's But I think that's But I think that's >> Round about this time of the year, I get >> Round about this time of the year, I get >> Round about this time of the year, I get conference fatigue. conference fatigue. conference fatigue. >> Oh, dude, I'm >> Oh, dude, I'm >> Oh, dude, I'm I'm so burnt out. I'm so burnt out. I'm so burnt out. >> October was brutal. Um >> October was brutal. Um >> October was brutal. Um All right, is anybody going to reinvent All right, is anybody going to reinvent All right, is anybody going to reinvent >> Yeah. >> Yeah. >> Yeah. >> at the beginning of December? Yeah, see >> at the beginning of December? Yeah, see >> at the beginning of December? Yeah, see you there. you there. you there. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. >> Yeah. Yeah. I know I've said it before, we Yeah. I know I've said it before, we Yeah. I know I've said it before, we should probably we should probably all should probably we should probably all should probably we should probably all go in on like a condo or something in go in on like a condo or something in go in on like a condo or something in Vegas since it's our home away from Vegas since it's our home away from Vegas since it's our home away from home. home. home. >> Yeah. >> Yeah. >> Yeah. >> Reinvent who puts that on? >> Reinvent who puts that on? >> Reinvent who puts that on? >> That's right. Reinvent AWS. >> That's right. Reinvent AWS. >> That's right. Reinvent AWS. >> Oh, that's right. Yeah, yeah. >> Oh, that's right. Yeah, yeah. >> Oh, that's right. Yeah, yeah. >> Yeah. Yeah. 31st of Wait, what is it?

>> Yeah. Yeah. 31st of Wait, what is it? >> Yeah. Yeah. 31st of Wait, what is it? I'm going to be there on Sunday. I'm going to be there on Sunday. I'm going to be there on Sunday. >> Yeah, I'm flying in on Sunday. >> Yeah, I'm flying in on Sunday. >> Yeah, I'm flying in on Sunday. >> Thursday. Yeah, until Thursday. So. >> Thursday. Yeah, until Thursday. So. >> Thursday. Yeah, until Thursday. So. >> Yeah, it's going to be a long week. >> Yeah, it's going to be a long week. >> Yeah, it's going to be a long week. Um a lot of content. Um a lot of content. Um a lot of content. And so much um And so much um And so much um such a big such a big such a big AWS is so huge. It's like AWS is so huge. It's like AWS is so huge. It's like >> Right? >> Right? >> Right? >> Even though nowadays, I don't think >> Even though nowadays, I don't think >> Even though nowadays, I don't think people see them at the forefront of people see them at the forefront of people see them at the forefront of cloud anymore, you know, they don't talk cloud anymore, you know, they don't talk cloud anymore, you know, they don't talk about their the market share that they about their the market share that they about their the market share that they have as much as they have as much as they have as much as they rant on about, you know, quote unquote rant on about, you know, quote unquote rant on about, you know, quote unquote AI leadership. AI leadership. AI leadership. You know. You know. You know. The opining of people who have The opining of people who have The opining of people who have absolutely no idea what they're talking absolutely no idea what they're talking absolutely no idea what they're talking about when it comes to AI. about when it comes to AI. about when it comes to AI. >> Well, >> Well, >> Well, it's probably a good discourse the it's probably a good discourse the it's probably a good discourse the number of GPUs that bought in the past number of GPUs that bought in the past number of GPUs that bought in the past months. months. months. So. So. So. >> Yeah. >> Yeah. >> Yeah. >> It seems to be the metric nowadays in >> It seems to be the metric nowadays in >> It seems to be the metric nowadays in the AI companies. How many GPUs do I the AI companies. How many GPUs do I the AI companies. How many GPUs do I buy? buy? buy? >> Yeah. >> Yeah. >> Yeah. >> You know what? Google keeps pushing on >> You know what? Google keeps pushing on >> You know what? Google keeps pushing on the fact that the fact that the fact that they think they're just doubling down they think they're just doubling down they think they're just doubling down and tripling down on their TPUs. and tripling down on their TPUs. and tripling down on their TPUs. >> Yeah. >> Yeah. >> Yeah. >> And they seem to say that their TPUs are >> And they seem to say that their TPUs are >> And they seem to say that their TPUs are better than the GPUs.

better than the GPUs. better than the GPUs. And And And >> Yeah, my BPUs are better than the TPUs. >> Yeah, my BPUs are better than the TPUs. >> Yeah, my BPUs are better than the TPUs. >> Well, wait wait. Yeah, I think >> Well, wait wait. Yeah, I think >> Well, wait wait. Yeah, I think >> And my beats per minute are better than >> And my beats per minute are better than >> And my beats per minute are better than >> Yeah, whatever. >> Yeah, whatever. >> Yeah, whatever. >> Why >> Why >> Why don't we launch the concept of XPUs? don't we launch the concept of XPUs? don't we launch the concept of XPUs? You know, the convergence of everything. You know, the convergence of everything. You know, the convergence of everything. So. So. So. >> They already have that. >> They already have that. >> They already have that. They have They have They have capital XPU and then they have little capital XPU and then they have little capital XPU and then they have little XPU. XPU. XPU. >> Yes, for cloud and for edge, obviously. >> Yes, for cloud and for edge, obviously. >> Yes, for cloud and for edge, obviously. >> And no, actually it's it's different >> And no, actually it's it's different >> And no, actually it's it's different than that. than that. than that. >> I'm the marketing guys. I'm the >> I'm the marketing guys. I'm the >> I'm the marketing guys. I'm the marketing guy. I'm trying to make the marketing guy. I'm trying to make the marketing guy. I'm trying to make the >> Yeah, microarchitecture level. But yeah, >> Yeah, microarchitecture level. But yeah, >> Yeah, microarchitecture level. But yeah, um um um the the the >> You know, we've talked a lot We've >> You know, we've talked a lot We've >> You know, we've talked a lot We've talked a lot about all these all the big talked a lot about all these all the big talked a lot about all these all the big tech companies, the AI companies, and tech companies, the AI companies, and tech companies, the AI companies, and and all the supporting cast trading and all the supporting cast trading and all the supporting cast trading trillions of dollars between each other, trillions of dollars between each other, trillions of dollars between each other, and you're wondering if it what's real and you're wondering if it what's real and you're wondering if it what's real or whatever. or whatever. or whatever. Um but I contributed to an article some Um but I contributed to an article some Um but I contributed to an article some a bunch of guys were kind of blasting a bunch of guys were kind of blasting a bunch of guys were kind of blasting Oracle. Um and cuz Oracle. Um and cuz Oracle. Um and cuz Oracle is a taking on a lot of debt in Oracle is a taking on a lot of debt in Oracle is a taking on a lot of debt in order to build out a lot of stuff, you order to build out a lot of stuff, you order to build out a lot of stuff, you know. So, it it's you know, and they know. So, it it's you know, and they know. So, it it's you know, and they were you know, obviously they're trying were you know, obviously they're trying were you know, obviously they're trying to say the sky's falling and you know, to say the sky's falling and you know, to say the sky's falling and you know, if if this thing doesn't work out, it if if this thing doesn't work out, it if if this thing doesn't work out, it could kill the whole company and you could kill the whole company and you could kill the whole company and you know, obviously know, obviously know, obviously analysts searching for headlines, right?

analysts searching for headlines, right? analysts searching for headlines, right? Um and so I I find it interesting. Some Um and so I I find it interesting. Some Um and so I I find it interesting. Some people actually have the cash people actually have the cash people actually have the cash on hand, like Jensen has cash on hand on hand, like Jensen has cash on hand on hand, like Jensen has cash on hand and Satya does. and Satya does. and Satya does. Um but you know, it's interesting to see Um but you know, it's interesting to see Um but you know, it's interesting to see other companies other companies other companies taking on billions in debt in order to taking on billions in debt in order to taking on billions in debt in order to meet the AI moment, as it were. You meet the AI moment, as it were. You meet the AI moment, as it were. You know, this big gamble that everybody's know, this big gamble that everybody's know, this big gamble that everybody's betting on, right? betting on, right? betting on, right? >> Yeah. >> Yeah. >> Yeah. >> Um cuz if it doesn't work out, yeah, >> Um cuz if it doesn't work out, yeah, >> Um cuz if it doesn't work out, yeah, some people will be gone from the some people will be gone from the some people will be gone from the annals of history overnight. annals of history overnight. annals of history overnight. >> Yeah, and >> Yeah, and >> Yeah, and >> Oracle will be okay, but they'll suffer >> Oracle will be okay, but they'll suffer >> Oracle will be okay, but they'll suffer for a great while. for a great while. for a great while. >> and we have to remember and people don't >> and we have to remember and people don't >> and we have to remember and people don't seem to remember recall this anymore. seem to remember recall this anymore. seem to remember recall this anymore. Uh when um about the time that chat GPT Uh when um about the time that chat GPT Uh when um about the time that chat GPT came out, came out, came out, uh there there was a uh there there was a uh there there was a um um um brewing financial crisis brewing financial crisis brewing financial crisis underway and that was the S you know, underway and that was the S you know, underway and that was the S you know, the Silicon Valley Bank the Silicon Valley Bank the Silicon Valley Bank >> Yes.

>> Yes. >> Yes. >> crisis. >> crisis. >> crisis. >> Right. >> Right. >> Right. >> People forget that. They then took the >> People forget that. They then took the >> People forget that. They then took the and a lot of that money a lot of the VCs and a lot of that money a lot of the VCs and a lot of that money a lot of the VCs were funding AI companies. were funding AI companies. were funding AI companies. And so they needed a pivot. And so they And so they needed a pivot. And so they And so they needed a pivot. And so they leaned in leaned in leaned in at the time, you could tell, right? at the time, you could tell, right? at the time, you could tell, right? Um to create this hype. Um to create this hype. Um to create this hype. And then now, it's it's it's like it's And then now, it's it's it's like it's And then now, it's it's it's like it's like a fusion reaction. It went went out like a fusion reaction. It went went out like a fusion reaction. It went went out of control. of control. of control. And it is still going out of control. And it is still going out of control. And it is still going out of control. And um you know, you you talk to you And um you know, you you talk to you And um you know, you you talk to you talk to everyone above talk to everyone above talk to everyone above the AI infrastructure. the AI infrastructure. the AI infrastructure. There's no one making money on this There's no one making money on this There's no one making money on this stuff. They pretend that they're making stuff. They pretend that they're making stuff. They pretend that they're making money, money, money, right? They are not making money. right? They are not making money. right? They are not making money. They're In fact, most of the features They're In fact, most of the features They're In fact, most of the features that the AI features, you can't even that the AI features, you can't even that the AI features, you can't even charge for. It just has to be part of charge for. It just has to be part of charge for. It just has to be part of the product, the product, the product, right? And that should scare the [ __ ] right? And that should scare the [ __ ] right? And that should scare the [ __ ] out of every one of those VCs out there out of every one of those VCs out there out of every one of those VCs out there that is that is that is bankrolling the the hype, you know, this bankrolling the the hype, you know, this bankrolling the the hype, you know, this bubble.

bubble. bubble. >> Yeah. >> Yeah. >> Yeah. >> And >> And >> And >> companies can get away with it, right? >> companies can get away with it, right? >> companies can get away with it, right? Cuz like Cuz like Cuz like Google sent me a thing, "Hey, you're Google sent me a thing, "Hey, you're Google sent me a thing, "Hey, you're going to use annoying AI features that going to use annoying AI features that going to use annoying AI features that we're going to make you pay for, so we're going to make you pay for, so we're going to make you pay for, so we're going to like raise your rate for we're going to like raise your rate for we're going to like raise your rate for whatever it is you bought from them or whatever it is you bought from them or whatever it is you bought from them or whatever." But these these people who whatever." But these these people who whatever." But these these people who aren't Google and aren't these other aren't Google and aren't these other aren't Google and aren't these other companies, they won't be able to do companies, they won't be able to do companies, they won't be able to do that. People are like, "I don't want that. People are like, "I don't want that. People are like, "I don't want that." that." that." >> Yeah, exactly. And then you know, >> Yeah, exactly. And then you know, >> Yeah, exactly. And then you know, >> You know, what you just said, Leonard? >> You know, what you just said, Leonard? >> You know, what you just said, Leonard? What did you say, "Funding the hype?" What did you say, "Funding the hype?" What did you say, "Funding the hype?" >> Yeah. >> Yeah. >> Yeah. >> That sounds like a great title for like >> That sounds like a great title for like >> That sounds like a great title for like a documentary that we do a documentary that we do a documentary that we do after the collapse of the entire after the collapse of the entire after the collapse of the entire economy. economy. economy. And we do investigative reporting. And we do investigative reporting. And we do investigative reporting. Yes. Yes. Yes. Yes. Yes. Yes. And we interview all the people all the And we interview all the people all the And we interview all the people all the people in Silicon Valley and Wall Street people in Silicon Valley and Wall Street people in Silicon Valley and Wall Street and everything. It's like, "You funded and everything. It's like, "You funded and everything. It's like, "You funded the hype, and here we are sitting on the the hype, and here we are sitting on the the hype, and here we are sitting on the ash heap of history, ash heap of history, ash heap of history, you know? And it's like we're living in you know? And it's like we're living in you know? And it's like we're living in Cuba and driving cars from the '50s cuz Cuba and driving cars from the '50s cuz Cuba and driving cars from the '50s cuz it's all over, man.

it's all over, man. it's all over, man. >> Yeah, I mean, you know you know that >> Yeah, I mean, you know you know that >> Yeah, I mean, you know you know that they jumped the shark already. It's just they jumped the shark already. It's just they jumped the shark already. It's just people don't know when these guys start people don't know when these guys start people don't know when these guys start like dipping into porn and adult like dipping into porn and adult like dipping into porn and adult entertainment. That that's like the entertainment. That that's like the entertainment. That that's like the point where you know these guys are like point where you know these guys are like point where you know these guys are like basically resorting to selling, you basically resorting to selling, you basically resorting to selling, you know, drugs, right? What's equivalent to know, drugs, right? What's equivalent to know, drugs, right? What's equivalent to drugs. drugs. drugs. You know, it it's it's the lowest You know, it it's it's the lowest You know, it it's it's the lowest hanging fruit. That was that was what hanging fruit. That was that was what hanging fruit. That was that was what hydrated the internet and the you know, hydrated the internet and the you know, hydrated the internet and the you know, the aftermath of the dot com debacle. the aftermath of the dot com debacle. the aftermath of the dot com debacle. And you know, these guys aren't stupid. And you know, these guys aren't stupid. And you know, these guys aren't stupid. They know. Most of them actually They know. Most of them actually They know. Most of them actually probably worked at a lot of the dot coms probably worked at a lot of the dot coms probably worked at a lot of the dot coms at the time and knew at the time and knew at the time and knew what was happening, the dirty laundry what was happening, the dirty laundry what was happening, the dirty laundry [ __ ] that was happening in the back, [ __ ] that was happening in the back, [ __ ] that was happening in the back, right? Which most people didn't know right? Which most people didn't know right? Which most people didn't know about. I know about because I was in the about. I know about because I was in the about. I know about because I was in the middle of that stuff, right? I was middle of that stuff, right? I was middle of that stuff, right? I was consulting consulting consulting and helping these companies invent their and helping these companies invent their and helping these companies invent their operating models, right? So, you know, I operating models, right? So, you know, I operating models, right? So, you know, I got to see a lot of dirty [ __ ] Um you got to see a lot of dirty [ __ ] Um you got to see a lot of dirty [ __ ] Um you know, as a consultant working for these know, as a consultant working for these know, as a consultant working for these companies. And companies. And companies. And you know, these guys aren't dumb. They you know, these guys aren't dumb. They you know, these guys aren't dumb. They know. But you know, when you want to know. But you know, when you want to know. But you know, when you want to look for signs that [ __ ] is going down, look for signs that [ __ ] is going down, look for signs that [ __ ] is going down, yeah, just wait for the porn stuff to yeah, just wait for the porn stuff to yeah, just wait for the porn stuff to come out. And it's all over the place, come out. And it's all over the place, come out. And it's all over the place, you know? Adult entertainment, it's you know? Adult entertainment, it's you know? Adult entertainment, it's easy. You get people addicted to it, easy. You get people addicted to it, easy. You get people addicted to it, people will pay.

people will pay. people will pay. You know? And um You know? And um You know? And um it it it >> Ah, wait a minute. Back up on that one. >> Ah, wait a minute. Back up on that one. >> Ah, wait a minute. Back up on that one. >> What? >> What? >> What? >> You get people addicted to it? >> You get people addicted to it? >> You get people addicted to it? >> Yeah. >> Yeah. >> Yeah. >> That's the analogy is crazy as hell. >> That's the analogy is crazy as hell. >> That's the analogy is crazy as hell. That That That >> No, they know. They know. It's like not >> No, they know. They know. It's like not >> No, they know. They know. It's like not it Hey, it's the way it is. It's a it Hey, it's the way it is. It's a it Hey, it's the way it is. It's a formula. formula. formula. You know what I'm saying? You know what I'm saying? You know what I'm saying? >> But you to >> But you to >> But you to >> You know what? I'm I'm just going to go >> You know what? I'm I'm just going to go >> You know what? I'm I'm just going to go into the next the the In my next into the next the the In my next into the next the the In my next advisory session, I'm like, "We're going advisory session, I'm like, "We're going advisory session, I'm like, "We're going to use the porn marketing approach." to use the porn marketing approach." to use the porn marketing approach." That's what we're going to do. That's what we're going to do. That's what we're going to do. >> Yeah. >> Yeah. >> Yeah. >> And I'm going to tell the whole crowd, >> And I'm going to tell the whole crowd, >> And I'm going to tell the whole crowd, "Hey, hey, mind you, just listen to me. "Hey, hey, mind you, just listen to me. "Hey, hey, mind you, just listen to me. If you can If you can If you can >> Yeah, yeah. >> I would I would >> I would I would I would suppose to learn that it worked I would suppose to learn that it worked I would suppose to learn that it worked for VHS, it worked for the internet, for VHS, it worked for the internet, for VHS, it worked for the internet, it's going to work for AI. it's going to work for AI. it's going to work for AI. >> Oh, yeah. >> Oh, yeah. >> Oh, yeah. >> to go, "We've already tried all the >> to go, "We've already tried all the >> to go, "We've already tried all the other marketing techniques, they haven't other marketing techniques, they haven't other marketing techniques, they haven't worked, so here's what we're left with." worked, so here's what we're left with." worked, so here's what we're left with." >> Yeah. >> Yeah. >> Yeah. >> I'm just saying, I'm I'm going to name >> I'm just saying, I'm I'm going to name >> I'm just saying, I'm I'm going to name it I I I don't know how to find some it I I I don't know how to find some it I I I don't know how to find some porn star's name, I'm going to name it porn star's name, I'm going to name it porn star's name, I'm going to name it that marketing approach.

that marketing approach. that marketing approach. >> There you go. >> There you go. >> There you go. >> That's right. >> That's right. >> That's right. >> Hey, hey. >> Hey, hey. >> Hey, hey. >> John Holmes. John Holmes built John >> John Holmes. John Holmes built John >> John Holmes. John Holmes built John Holmes the John Holmes strategy. Holmes the John Holmes strategy. Holmes the John Holmes strategy. >> Yeah, see, but he he might be a little >> Yeah, see, but he he might be a little >> Yeah, see, but he he might be a little too far out there for the too far out there for the too far out there for the You got to bring it You got to bring it You got to bring it You got to bring it You got to bring it You got to bring it home. You got to home. You got to home. You got to >> How about Bill? >> How about Bill? >> How about Bill? >> The Dirk Diggler. >> The Dirk Diggler. >> The Dirk Diggler. >> Yes. >> Yes. >> Yes. >> Exactly. >> Exactly. >> Exactly. >> Perfect. >> Perfect. >> Perfect. >> Just That's it. >> Just That's it. >> Just That's it. The Dirk Diggler marketing approach. The Dirk Diggler marketing approach. The Dirk Diggler marketing approach. >> I was on the right track and they >> I was on the right track and they >> I was on the right track and they dematerialized it. Perfect. dematerialized it. Perfect. dematerialized it. Perfect. >> Yeah. No, hey, man, I'm telling you I'm >> Yeah. No, hey, man, I'm telling you I'm >> Yeah. No, hey, man, I'm telling you I'm telling you it's all about getting telling you it's all about getting telling you it's all about getting people addicted on stuff at this point. people addicted on stuff at this point. people addicted on stuff at this point. >> Dude, do you know how far we could go >> Dude, do you know how far we could go >> Dude, do you know how far we could go with just the taglines on that? with just the taglines on that? with just the taglines on that? >> Yeah. >> Yeah. >> Yeah. >> The Dirk Diggler marketing approach. >> The Dirk Diggler marketing approach. >> The Dirk Diggler marketing approach. We don't give you a little, we give YOU We don't give you a little, we give YOU We don't give you a little, we give YOU A LOT. >> BABY, WE SHOULD CREATE A SHORT >> BABY, WE SHOULD CREATE A SHORT >> WE'RE IN it for the long run. >> WE'RE IN it for the long run. >> WE'RE IN it for the long run. >> Oh, man. >> Oh, man. >> Oh, man. >> We should create our own marketing >> We should create our own marketing >> We should create our own marketing agency now. We're going to solve the AI agency now. We're going to solve the AI agency now. We're going to solve the AI problem.

problem. problem. >> Bill. >> Bill. >> Bill. >> Yeah, we're in the presence of a lady, >> Yeah, we're in the presence of a lady, >> Yeah, we're in the presence of a lady, dude. What the hell's wrong with you? dude. What the hell's wrong with you? dude. What the hell's wrong with you? >> She started it. IT WAS HER GENIUS. >> She started it. IT WAS HER GENIUS. >> She started it. IT WAS HER GENIUS. >> IT WAS HER GENIUS that came up with Dirk >> IT WAS HER GENIUS that came up with Dirk >> IT WAS HER GENIUS that came up with Dirk Diggler, so Diggler, so Diggler, so >> You know what? >> You know what? >> You know what? >> What's that? >> What's that? >> What's that? >> I can see companies now We're migrating >> I can see companies now We're migrating >> I can see companies now We're migrating off of HubSpot to the new Dirk Diggler off of HubSpot to the new Dirk Diggler off of HubSpot to the new Dirk Diggler platform THAT ACTUALLY WORKS. >> OH MY GOD. >> OH MY GOD. UH BUT YOU KNOW WHAT? SEE, this is like UH BUT YOU KNOW WHAT? SEE, this is like UH BUT YOU KNOW WHAT? SEE, this is like the you know, number one, it's dirty the you know, number one, it's dirty the you know, number one, it's dirty laundry and it's the stuff that laundry and it's the stuff that laundry and it's the stuff that underlies like a lot of the underlies like a lot of the underlies like a lot of the stuff that everyone um you know, thinks stuff that everyone um you know, thinks stuff that everyone um you know, thinks is rev you know, revolutionary. is rev you know, revolutionary. is rev you know, revolutionary. You know, it is usually like dirty dirty You know, it is usually like dirty dirty You know, it is usually like dirty dirty crap like this that it makes things crap like this that it makes things crap like this that it makes things flow. And it's sad, but that's flow. And it's sad, but that's flow. And it's sad, but that's that that's how you know. That's how you that that's how you know. That's how you that that's how you know. That's how you know that at least the hype narrative is know that at least the hype narrative is know that at least the hype narrative is is just all BS. It just boils down to is just all BS. It just boils down to is just all BS. It just boils down to dirt diggler dirt dirt diggler.

dirt diggler dirt dirt diggler. dirt diggler dirt dirt diggler. >> Yes. >> Yes. >> Yes. >> And uh >> And uh >> And uh >> Dirk Diggler and Chess Brockwell. >> Dirk Diggler and Chess Brockwell. >> Dirk Diggler and Chess Brockwell. >> Yes. >> So, we should we should pause and mark >> So, we should we should pause and mark the time the time the time >> Um >> Um >> Um >> Friday, November 7th, 2025 >> Friday, November 7th, 2025 >> Friday, November 7th, 2025 at 9:23 a.m. Pacific Time, the Dirk at 9:23 a.m. Pacific Time, the Dirk at 9:23 a.m. Pacific Time, the Dirk Diggler strategy was born out of IoT Diggler strategy was born out of IoT Diggler strategy was born out of IoT Coffee Talk Show. Coffee Talk Show. Coffee Talk Show. This is going to be on Wikipedia, guys. This is going to be on Wikipedia, guys. This is going to be on Wikipedia, guys. >> You know, yeah. >> You know, yeah. >> You know, yeah. >> Or Google Wikipedia or whatever they >> Or Google Wikipedia or whatever they >> Or Google Wikipedia or whatever they call it right now. call it right now. call it right now. >> If you If you work for another company, >> If you If you work for another company, >> If you If you work for another company, I do not advise you try this. But given I do not advise you try this. But given I do not advise you try this. But given the fact that I run my own, I will be the fact that I run my own, I will be the fact that I run my own, I will be doing it. doing it. doing it. >> We're all in, buddy. >> We're all in, buddy. >> We're all in, buddy. I love it. I love it. I love it. >> have that magical slide in his uh >> have that magical slide in his uh >> have that magical slide in his uh proposal decks, right? proposal decks, right? proposal decks, right? >> Hey, I'm watch. It's coming out on >> Hey, I'm watch. It's coming out on >> Hey, I'm watch. It's coming out on LinkedIn. LinkedIn. LinkedIn. >> We used the Dirk Diggler >> We used the Dirk Diggler >> We used the Dirk Diggler >> It's coming out on LinkedIn. I will use >> It's coming out on LinkedIn. I will use >> It's coming out on LinkedIn. I will use it and I will tell people, "If you don't it and I will tell people, "If you don't it and I will tell people, "If you don't understand what I'm talking about, slide understand what I'm talking about, slide understand what I'm talking about, slide into my DMs and I'll let you know." into my DMs and I'll let you know." into my DMs and I'll let you know." >> That's right. That's right.

>> That's right. That's right. >> That's right. That's right. >> Wow. Oh my god. >> Wow. Oh my god. >> Wow. Oh my god. Uh so Uh so Uh so funny. funny. funny. >> I'll I'll tweet for the summary of this >> I'll I'll tweet for the summary of this >> I'll I'll tweet for the summary of this episode when you post it to YouTube or episode when you post it to YouTube or episode when you post it to YouTube or whatever they want to ask for it. whatever they want to ask for it. whatever they want to ask for it. Called Called Called >> the Tickler. >> the Tickler. >> the Tickler. >> the episode >> the episode >> the episode >> Oh my god. >> Oh my god. >> Oh my god. Bill's going to walk you through the Bill's going to walk you through the Bill's going to walk you through the Boogie Nights Boogie Nights Boogie Nights methodology methodology methodology of marketing. of marketing. of marketing. >> The Boogie Nights episode might work, >> The Boogie Nights episode might work, >> The Boogie Nights episode might work, actually. actually. actually. >> Oh my god. >> Oh my god. >> Oh my god. >> I mean, that's just the beginning. >> I mean, that's just the beginning. >> I mean, that's just the beginning. That's to ease people into it. That's to ease people into it. That's to ease people into it. >> Oh man. >> Oh man. >> Oh man. >> Oh yeah, I mean, I I think yeah, it's a >> Oh yeah, I mean, I I think yeah, it's a >> Oh yeah, I mean, I I think yeah, it's a it's a series. it's a series. it's a series. >> It is a series. >> It is a series. >> It is a series. >> Oh my god. >> Oh my god. >> Oh my god. >> Season two gets you to THE MAGNUM >> Season two gets you to THE MAGNUM >> Season two gets you to THE MAGNUM APPROACH. >> UH SEE, LOOK. See how effective it is? >> UH SEE, LOOK. See how effective it is? You know, it's all into the window. You know, it's all into the window. You know, it's all into the window. >> Well, when when you said it, I was like, >> Well, when when you said it, I was like, >> Well, when when you said it, I was like, no way. Yes. no way. Yes. no way. Yes. >> Yeah. >> Yeah. >> Yeah. >> Wait. Wait. >> Wait. Wait. >> Wait. Wait. >> Wow. >> Wow. >> Wow. Man, we're going to have to We're going Man, we're going to have to We're going Man, we're going to have to We're going to have to move this whole show to the to have to move this whole show to the to have to move this whole show to the dark web or something.

dark web or something. dark web or something. >> Yeah. >> Yeah. >> Yeah. >> the dark room >> the dark room >> the dark room >> Yeah. >> Yeah. >> Yeah. >> the red room the red room the red room >> the red room the red room the red room >> the red room the red room the red room >> You know, like when things get so >> You know, like when things get so >> You know, like when things get so ridiculous, you know, it makes ridiculous, you know, it makes ridiculous, you know, it makes everybody ridiculous. So. everybody ridiculous. So. everybody ridiculous. So. >> It was like IoT after dark. Yeah. >> It was like IoT after dark. Yeah. >> It was like IoT after dark. Yeah. >> That's it. >> That's it. >> That's it. >> Yeah. >> Yeah. >> Yeah. >> He does it again. >> He does it again. >> He does it again. >> Wow. >> Wow. >> Wow. You're a marketing genius, Jeff. You're a marketing genius, Jeff. You're a marketing genius, Jeff. >> Yeah, Jeff. >> Yeah, Jeff. >> Yeah, Jeff. >> Yeah. No, it >> Yeah. No, it >> Yeah. No, it is. is. is. >> And we can have the IoT dungeon, too. >> Oh my gosh. >> Oh my gosh. >> So, yes. >> So, yes. >> So, yes. >> So, maybe at CES, we do a IoT Coffee >> So, maybe at CES, we do a IoT Coffee >> So, maybe at CES, we do a IoT Coffee Talk After Dark. Talk After Dark. Talk After Dark. >> Yes. >> Yes. >> Yes. >> live live event >> live live event >> live live event >> the Dirk Dirk Diggler uh yeah, Dirk >> the Dirk Dirk Diggler uh yeah, Dirk >> the Dirk Dirk Diggler uh yeah, Dirk Diggler edition. Diggler edition. Diggler edition. >> the IoT >> the IoT >> the IoT the IoT dungeon in the IoT dungeon >> Oh my gosh. >> Oh my gosh. >> Wow. I'm probably going to get fired >> Wow. I'm probably going to get fired >> Wow. I'm probably going to get fired now. Oh my god. now. Oh my god. now. Oh my god. >> You're going to get promoted. >> You're going to get promoted. >> You're going to get promoted. >> Yeah, totally. Totally on board.

>> Yeah, totally. Totally on board. >> Yeah, totally. Totally on board. >> Come on, man. You you were being >> Come on, man. You you were being >> Come on, man. You you were being innovative. innovative. innovative. >> No, Crawford Crawford didn't matter. >> No, Crawford Crawford didn't matter. >> No, Crawford Crawford didn't matter. They're They're They're They're They're They're They're They're They're They're good peoples, you know? They're They're good peoples, you know? They're They're good peoples, you know? They're They're not like They're not like They're not like >> they didn't But they didn't hear the >> they didn't But they didn't hear the >> they didn't But they didn't hear the stuff that just went down right now, you stuff that just went down right now, you stuff that just went down right now, you know? As soon as know? As soon as know? As soon as >> No, but no, >> No, but no, >> No, but no, >> As soon as they find out about this, >> As soon as they find out about this, >> As soon as they find out about this, >> it'll it'll end up in one of >> it'll it'll end up in one of >> it'll it'll end up in one of his PowerPoint slides when he's his PowerPoint slides when he's his PowerPoint slides when he's presenting to presenting to presenting to >> That's right. >> That's right. >> That's right. >> Yeah, yeah. Trust me. >> Yeah, yeah. Trust me. >> Yeah, yeah. Trust me. >> He'll probably >> He'll probably >> He'll probably He'll probably call it the boogie mic He'll probably call it the boogie mic He'll probably call it the boogie mic strategy. strategy. strategy. >> Yeah, there you go. >> Yeah, there you go. >> Yeah, there you go. >> Look, something that I've learned in >> Look, something that I've learned in >> Look, something that I've learned in life, tell yourself before others do it. life, tell yourself before others do it. life, tell yourself before others do it. >> YEAH. >> YEAH. >> YEAH. >> That's right. >> That's right. >> That's right. >> No, >> No, >> No, >> You can always blame Bill and I cuz we >> You can always blame Bill and I cuz we >> You can always blame Bill and I cuz we just just just >> Yeah. >> Yeah. >> Yeah. >> Yeah, there you go. >> Yeah, there you go. >> Yeah, there you go. >> right? >> right? >> right? >> Exactly. See, >> Exactly. See, >> Exactly. See, my girl. Damn. my girl. Damn. my girl. Damn. Okay. Okay. Okay. Love y'all. Love y'all. Love y'all. >> That's how I roll. That's how I roll. >> That's how I roll. That's how I roll. >> That's how I roll. That's how I roll. That's how I roll. That's how I roll. That's how I roll. >> Yeah, you you're damn right. And see, >> Yeah, you you're damn right. And see, >> Yeah, you you're damn right. And see, me, South Central, you know what's up. me, South Central, you know what's up. me, South Central, you know what's up. >> No. >> No. >> No. >> It's the gangster mentality around here.

>> It's the gangster mentality around here. >> It's the gangster mentality around here. >> Gangster >> Gangster >> Gangster >> Roll up. Roll up. >> Roll up. Roll up. >> Roll up. Roll up. >> Exactly. >> Hey, you know, but you know, the thing >> Hey, you know, but you know, the thing is is it's the truth. That's the That's is is it's the truth. That's the That's is is it's the truth. That's the That's the thing. I mean, the thing. I mean, the thing. I mean, you can't deny it. It's like uh you can't deny it. It's like uh you can't deny it. It's like uh uh and one of these days, Crawford uh uh and one of these days, Crawford uh uh and one of these days, Crawford uh don't pre will get up on stage and he'll don't pre will get up on stage and he'll don't pre will get up on stage and he'll present the Dirk Diggler slide. Yes, he present the Dirk Diggler slide. Yes, he present the Dirk Diggler slide. Yes, he will do that. >> He may not call it that, but that's >> He may not call it that, but that's where what it is. where what it is. where what it is. >> Again, you know, we have to repeat. >> Again, you know, we have to repeat. >> Again, you know, we have to repeat. Anything that we say here, Anything that we say here, Anything that we say here, you take seriously at your own peril, you take seriously at your own peril, you take seriously at your own peril, okay? Have to repeat that. okay? Have to repeat that. okay? Have to repeat that. >> Danger, danger. >> Danger, danger. >> Danger, danger. >> Danger. >> Yeah. >> Yeah. >> Yes. >> Yes. >> Yes. >> All right. We should probably delete We >> All right. We should probably delete We >> All right. We should probably delete We should probably delete We should should probably delete We should should probably delete We should probably delete this video actually, you probably delete this video actually, you probably delete this video actually, you know. know. know. It's like the burn after reading kind of It's like the burn after reading kind of It's like the burn after reading kind of thing, you know. thing, you know. thing, you know. >> No way. Are you serious?

>> No way. Are you serious? >> No way. Are you serious? >> No, I'm fine. >> No, I'm fine. >> No, I'm fine. >> Yeah. >> Yeah. >> Yeah. >> What the heck? >> What the heck? >> What the heck? >> We We just We just >> We We just We just >> We We just We just >> I can feel your heart beating, Rob. I >> I can feel your heart beating, Rob. I >> I can feel your heart beating, Rob. I can feel it. can feel it. can feel it. >> Yeah. >> Yeah. >> Yeah. >> Yeah. Just tell them the date that you >> Yeah. Just tell them the date that you >> Yeah. Just tell them the date that you were did this. What I've done it. were did this. What I've done it. were did this. What I've done it. >> Blame it on her. >> Blame it on her. >> Blame it on her. >> Exactly. >> Exactly. >> Exactly. >> No, but you know, I mean, honestly, >> No, but you know, I mean, honestly, >> No, but you know, I mean, honestly, this is like this is like this is like Yeah, it's I mean, it's kind of it's Yeah, it's I mean, it's kind of it's Yeah, it's I mean, it's kind of it's kind of awkward and weird, but again, kind of awkward and weird, but again, kind of awkward and weird, but again, it's true. Just like cybersecurity. It's it's true. Just like cybersecurity. It's it's true. Just like cybersecurity. It's uncomfortable. Sucks. uncomfortable. Sucks. uncomfortable. Sucks. You know, it's criminal. But it's a You know, it's criminal. But it's a You know, it's criminal. But it's a reality. And so is this stuff. It's just reality. And so is this stuff. It's just reality. And so is this stuff. It's just taboo, but it doesn't mean that it's not taboo, but it doesn't mean that it's not taboo, but it doesn't mean that it's not real. real. real. And I think what's delusional What is And I think what's delusional What is And I think what's delusional What is absolutely delusional is to think that absolutely delusional is to think that absolutely delusional is to think that it doesn't exist or it isn't a problem it doesn't exist or it isn't a problem it doesn't exist or it isn't a problem or it's not something that you have to or it's not something that you have to or it's not something that you have to factor into your thinking about how this factor into your thinking about how this factor into your thinking about how this technology technology technology will either be sustained or it express will either be sustained or it express will either be sustained or it express itself in any kind of um you know, itself in any kind of um you know, itself in any kind of um you know, value. Because I don't know. If you value. Because I don't know. If you value. Because I don't know. If you think porn and all this other stuff is think porn and all this other stuff is think porn and all this other stuff is valuable, valuable, valuable, then okay, there you go. But if you then okay, there you go. But if you then okay, there you go. But if you don't and you don't think it's worth don't and you don't think it's worth don't and you don't think it's worth creating a self-inflicted energy crisis creating a self-inflicted energy crisis creating a self-inflicted energy crisis so that people can go off and so that people can go off and so that people can go off and you know, you know, you know, and do their stuff with this stuff, and do their stuff with this stuff, and do their stuff with this stuff, then then then you know, it becomes a problem that has you know, it becomes a problem that has you know, it becomes a problem that has to be addressed. But, you know, to deny to be addressed. But, you know, to deny to be addressed. But, you know, to deny that it exists or deny, you know, refuse that it exists or deny, you know, refuse that it exists or deny, you know, refuse to have that conversation is frankly

to have that conversation is frankly to have that conversation is frankly really freaking stupid. Right? So, um really freaking stupid. Right? So, um really freaking stupid. Right? So, um you know, you know, you know, people got to get real. And And you know people got to get real. And And you know people got to get real. And And you know what? The internet This is what happened what? The internet This is what happened what? The internet This is what happened with the internet. And so, Well, know, with the internet. And so, Well, know, with the internet. And so, Well, know, to deny it is you it was like why? to deny it is you it was like why? to deny it is you it was like why? What's wrong with you? What's wrong with you? What's wrong with you? >> That's exactly what I >> That's exactly what I >> That's exactly what I >> You think like magic is going to happen, >> You think like magic is going to happen, >> You think like magic is going to happen, you know? you know? you know? >> Well, it is magic. AI is magic. >> Well, it is magic. AI is magic. >> Well, it is magic. AI is magic. >> Black magic. >> Black magic. >> Black magic. >> Black. >> Black. >> Black. But hey, I mean look, to that point to But hey, I mean look, to that point to But hey, I mean look, to that point to your point, Leonard, Rob, you put a post your point, Leonard, Rob, you put a post your point, Leonard, Rob, you put a post out, I think it was yesterday cuz I out, I think it was yesterday cuz I out, I think it was yesterday cuz I mean, you know, whenever I see you guys mean, you know, whenever I see you guys mean, you know, whenever I see you guys posting, right? The first first thing I posting, right? The first first thing I posting, right? The first first thing I do is run to the comments. Um do is run to the comments. Um do is run to the comments. Um >> Yeah. >> Yeah. >> Yeah. >> And and you were talking about farmers >> And and you were talking about farmers >> And and you were talking about farmers and uh and the IoT and and and and uh and the IoT and and and and uh and the IoT and and and immediately people were jumping on immediately people were jumping on immediately people were jumping on going, "Oh, I don't know. I I disagree." going, "Oh, I don't know. I I disagree." going, "Oh, I don't know. I I disagree." And I'm like, I wanted to I swear I And I'm like, I wanted to I swear I And I'm like, I wanted to I swear I wanted to jump on and go, "Shut the [ __ ] wanted to jump on and go, "Shut the [ __ ] wanted to jump on and go, "Shut the [ __ ] up." up." up." Because Because Because you're just here to try to sell you're just here to try to sell you're just here to try to sell something.

something. something. >> Absolutely. >> Absolutely. >> Absolutely. And yeah, cuz you're right, I did have And yeah, cuz you're right, I did have And yeah, cuz you're right, I did have one guy cuz you're right, it's other one guy cuz you're right, it's other one guy cuz you're right, it's other people who are in the game who are people who are in the game who are people who are in the game who are disagreeing and I'm just like, "No, I'm disagreeing and I'm just like, "No, I'm disagreeing and I'm just like, "No, I'm just passing along the voice of the just passing along the voice of the just passing along the voice of the customer. This is not my opinion. The customer. This is not my opinion. The customer. This is not my opinion. The customers are telling me this. This is customers are telling me this. This is customers are telling me this. This is what they said." what they said." what they said." >> Yeah, exactly. And they're like, "Oh, I >> Yeah, exactly. And they're like, "Oh, I >> Yeah, exactly. And they're like, "Oh, I disagree with you. You're not a you're disagree with you. You're not a you're disagree with you. You're not a you're not a resident expert." Be like, "No, not a resident expert." Be like, "No, not a resident expert." Be like, "No, but I am a resident in the space and but I am a resident in the space and but I am a resident in the space and shut the [ __ ] up." shut the [ __ ] up." shut the [ __ ] up." >> You know, this is how companies go out >> You know, this is how companies go out >> You know, this is how companies go out of business is they sit in their echo of business is they sit in their echo of business is they sit in their echo chamber and they all believe their chamber and they all believe their chamber and they all believe their [ __ ] instead of what does the [ __ ] instead of what does the [ __ ] instead of what does the customer want? What does the customer customer want? What does the customer customer want? What does the customer believe? You know, that whole thing was believe? You know, that whole thing was believe? You know, that whole thing was just after years of farmers dealing and just after years of farmers dealing and just after years of farmers dealing and pouring money down a drain with science pouring money down a drain with science pouring money down a drain with science experiments of 100% custom IoT projects, experiments of 100% custom IoT projects, experiments of 100% custom IoT projects, they're like, "I'm done with it. I'm not they're like, "I'm done with it. I'm not they're like, "I'm done with it. I'm not going to look at this [ __ ] again until I going to look at this [ __ ] again until I going to look at this [ __ ] again until I can go buy it off the shelf at Home can go buy it off the shelf at Home can go buy it off the shelf at Home Depot or Tractor Supply. As soon as like Depot or Tractor Supply. As soon as like Depot or Tractor Supply. As soon as like everything else I use to run my everything else I use to run my everything else I use to run my business, I go to the store and buy it business, I go to the store and buy it business, I go to the store and buy it off the shelf and it just works.

off the shelf and it just works. off the shelf and it just works. >> Yeah. >> Yeah. >> Yeah. >> Your stuff is black magic and I I buy it >> Your stuff is black magic and I I buy it >> Your stuff is black magic and I I buy it off the shelf and therefore I'm going to off the shelf and therefore I'm going to off the shelf and therefore I'm going to I've already taken a lot of risk and I've already taken a lot of risk and I've already taken a lot of risk and poured a lot of money down the drain. poured a lot of money down the drain. poured a lot of money down the drain. >> Yeah, and >> Yeah, and >> Yeah, and >> So, come back to me when it's off the >> So, come back to me when it's off the >> So, come back to me when it's off the shelf. I want to buy a shovel. I need to shelf. I want to buy a shovel. I need to shelf. I want to buy a shovel. I need to go buy a combine. I need to go buy a go buy a combine. I need to go buy a go buy a combine. I need to go buy a hose and a sprinkler system. hose and a sprinkler system. hose and a sprinkler system. >> I have other >> I have other >> I have other >> I don't want someone to custom build me >> I don't want someone to custom build me >> I don't want someone to custom build me a sprinkler system. I want to go buy it a sprinkler system. I want to go buy it a sprinkler system. I want to go buy it at Home Depot. at Home Depot. at Home Depot. >> And just drop it into my yard. >> And just drop it into my yard. >> And just drop it into my yard. >> Yeah. >> Yeah. >> Yeah. Yeah. Yeah. Yeah. >> But you know, Rob, we you and I >> But you know, Rob, we you and I >> But you know, Rob, we you and I discussed that so many time on this discussed that so many time on this discussed that so many time on this show. This is the predominantly limiting show. This is the predominantly limiting show. This is the predominantly limiting factor is adoption of IoT technology. Is factor is adoption of IoT technology. Is factor is adoption of IoT technology. Is the system integration obsession. As the system integration obsession. As the system integration obsession. As long as we get out of the system long as we get out of the system long as we get out of the system integration where you need complicated integration where you need complicated integration where you need complicated people designing complicated solutions people designing complicated solutions people designing complicated solutions that you cannot buy on shelves, it will that you cannot buy on shelves, it will that you cannot buy on shelves, it will never go outside of science experiments. never go outside of science experiments. never go outside of science experiments. >> Yeah, and you know what? >> Yeah, and you know what? >> Yeah, and you know what? >> It is justifiable for big assets that >> It is justifiable for big assets that >> It is justifiable for big assets that you know, like a jet engine or you know, you know, like a jet engine or you know, you know, like a jet engine or you know, a refinery because or an oil plant a refinery because or an oil plant a refinery because or an oil plant because you know, the the economies of because you know, the the economies of because you know, the the economies of scales and the economies are there. But scales and the economies are there. But scales and the economies are there. But yeah, for a farmer who just, you know, yeah, for a farmer who just, you know, yeah, for a farmer who just, you know, trying to grow stuff, if it doesn't work trying to grow stuff, if it doesn't work trying to grow stuff, if it doesn't work out of simple components he can out of simple components he can out of simple components he can understand and assemble and fix in the understand and assemble and fix in the understand and assemble and fix in the field, it doesn't work. So.

field, it doesn't work. So. field, it doesn't work. So. >> Yeah. >> Yeah. >> Yeah. >> On that wise note, >> On that wise note, >> On that wise note, >> Yeah. >> Yeah. >> Yeah. >> Right. So, we just need off-the-shelf >> Right. So, we just need off-the-shelf >> Right. So, we just need off-the-shelf IoT. IoT. IoT. >> Exactly. >> Exactly. >> Exactly. >> Man, all I all I'mma say is is be your >> Man, all I all I'mma say is is be your >> Man, all I all I'mma say is is be your authentic self. And I mean, authentic self. And I mean, authentic self. And I mean, it's the number one thing that I will it's the number one thing that I will it's the number one thing that I will tell anyone that's doing anything. If tell anyone that's doing anything. If tell anyone that's doing anything. If you are compromising who you are, you are compromising who you are, you are compromising who you are, >> Yeah. >> Yeah. >> Yeah. >> [ __ ] out. >> [ __ ] out. >> [ __ ] out. >> Yeah. And you know >> Yeah. And you know >> Yeah. And you know >> I I'll say something about our show that >> I I'll say something about our show that >> I I'll say something about our show that I got that I heard feedback I got that I heard feedback I got that I heard feedback you know, from people that I saw IoT you know, from people that I saw IoT you know, from people that I saw IoT Stars. That's what they love about the Stars. That's what they love about the Stars. That's what they love about the show. show. show. It's like we we're unfiltered. We're It's like we we're unfiltered. We're It's like we we're unfiltered. We're we're straight-up, you know? And that's we're straight-up, you know? And that's we're straight-up, you know? And that's rare. You know? rare. You know? rare. You know? >> I would refine I I refine what you said, >> I would refine I I refine what you said, >> I would refine I I refine what you said, Bill, because fundamentally it is really Bill, because fundamentally it is really Bill, because fundamentally it is really question everything until you find who question everything until you find who question everything until you find who you are. you are. you are. Because you might not know who you are. Because you might not know who you are. Because you might not know who you are. Nobody's true. Nobody's true. Nobody's true. >> don't know If you don't know who you >> don't know If you don't know who you >> don't know If you don't know who you are, you shouldn't be doing anything. are, you shouldn't be doing anything. are, you shouldn't be doing anything. >> But that's But that's But that's 95% of >> But that's But that's But that's 95% of >> But that's But that's But that's 95% of the people in a society where you're the people in a society where you're the people in a society where you're bombarded by AI and by advertisement and bombarded by AI and by advertisement and bombarded by AI and by advertisement and precious children.

precious children. precious children. >> There you go. >> There you go. >> There you go. >> So, >> So, >> So, I I mean, I would draw a delineation I I mean, I would draw a delineation I I mean, I would draw a delineation line between not knowing who you are line between not knowing who you are line between not knowing who you are versus fear, uncertainty, and doubt. versus fear, uncertainty, and doubt. versus fear, uncertainty, and doubt. Uh because that's a lot of what AI is Uh because that's a lot of what AI is Uh because that's a lot of what AI is right now. right now. right now. >> Yeah. Yeah. Yeah. True. Okay, let's >> Yeah. Yeah. Yeah. True. Okay, let's >> Yeah. Yeah. Yeah. True. Okay, let's let's let's let's call it a call it a call it a a show. a show. a show. So, So, So, uh who wants to take uh who wants to take uh who wants to take >> A show to be forgotten. >> A show to be forgotten. >> A show to be forgotten. >> Yeah. Well, I >> Yeah. Well, I >> Yeah. Well, I >> I think I think Bill should take us out. >> I think I think Bill should take us out. >> I think I think Bill should take us out. >> Yeah. >> Yeah. >> Yeah. >> All right. Look, you guys. It's been a >> All right. Look, you guys. It's been a >> All right. Look, you guys. It's been a wonderful time here. I've been gone for wonderful time here. I've been gone for wonderful time here. I've been gone for a minute, but I'm back. Trust and a minute, but I'm back. Trust and a minute, but I'm back. Trust and believe that I've been out there believe that I've been out there believe that I've been out there pounding the pavement and doing the pounding the pavement and doing the pounding the pavement and doing the right things. Nothing about this AI crap right things. Nothing about this AI crap right things. Nothing about this AI crap scares the hell out of me, so you scares the hell out of me, so you scares the hell out of me, so you shouldn't be scared either. Educate shouldn't be scared either. Educate shouldn't be scared either. Educate yourself. Listen to IoT Coffee Talk. yourself. Listen to IoT Coffee Talk. yourself. Listen to IoT Coffee Talk. Smash the like button. Share it with Smash the like button. Share it with Smash the like button. Share it with your friends. We're unfiltered, your friends. We're unfiltered, your friends. We're unfiltered, unadulterated, and yes, we believe in unadulterated, and yes, we believe in unadulterated, and yes, we believe in the Dirk Diggler effect. Trust Trust me the Dirk Diggler effect. Trust Trust me the Dirk Diggler effect. Trust Trust me when I say that everything that you when I say that everything that you when I say that everything that you heard here should be taken and analyzed. heard here should be taken and analyzed. heard here should be taken and analyzed. Think about it first before you take any Think about it first before you take any Think about it first before you take any actions, all right? Look, we're all actions, all right? Look, we're all actions, all right? Look, we're all we're all here for we're all here for we're all here for uh elevated Elevate our kids has changed uh elevated Elevate our kids has changed uh elevated Elevate our kids has changed now, right? We We are elevate our now, right? We We are elevate our now, right? We We are elevate our >> communities.

>> communities. >> communities. >> communities. Because that's what we >> communities. Because that's what we >> communities. Because that's what we need. We need a whole lot more of that. need. We need a whole lot more of that. need. We need a whole lot more of that. Uh I want you to definitely give a Uh I want you to definitely give a Uh I want you to definitely give a follow to Debbie Reynolds. If you follow to Debbie Reynolds. If you follow to Debbie Reynolds. If you haven't done that yet, you are losing. haven't done that yet, you are losing. haven't done that yet, you are losing. All right? All right? All right? Listen to what Rob has to say. He's a Listen to what Rob has to say. He's a Listen to what Rob has to say. He's a resident expert. Dimitri always has a resident expert. Dimitri always has a resident expert. Dimitri always has a strong opinion. Pay attention to that. strong opinion. Pay attention to that. strong opinion. Pay attention to that. Rob uh, Leonard Lee is a man on the Rob uh, Leonard Lee is a man on the Rob uh, Leonard Lee is a man on the road. If he's there, you should be road. If he's there, you should be road. If he's there, you should be there. there. there. >> That's right. There you can get run >> That's right. There you can get run >> That's right. There you can get run over. over. over. >> See you then next week. >> See you then next week. >> See you then next week. And, uh, And, uh, And, uh, peace out. peace out. peace out. >> Peace out.