Strikes me as a well informed take. I would think it’s like an auction for the things that don’t matter. For the most valuable brand KWs do you think the winne

Strikes me as a well informed take. I would think it’s like an auction for the things that don’t matter. For the most valuable brand KWs do you think the winner is randomly allowed to be determined by “the market”? Why not bring the brand to the table directly, and outside of the auction determine what they’ll have to pay. To me, it seems like no company could keep their hands out of the cookie jar that is running an auction. Too much short term pressure to move things up and to the right. Amazing cash cow though.