It's not clear to me that ChatGPT will realistically be able to avoid some variant of either SEO or pay-to-play just like search. If you've got a dozen plugins

It's not clear to me that ChatGPT will realistically be able to avoid some variant of either SEO or pay-to-play just like search. If you've got a dozen plugins for getting food delivered, how does one get picked? If it's the user picking, they're at risk of the user cutting out the middleman, especially if the novelty of "tell the robot to pick an item" wears off and people want to actually look at menus. If it's something behind the scenes (either the model or some other software OpenAI writes) then that's a big big big temptation for pay-to-play a la app stores including direct advertising "promotional placement" like you see in mobile app stores. And even if it's not pay-to-play, once people start figuring out what makes plugins more or less likely to be triggered, it's SEO season. Nobody else has managed the art of "make it purely in the user's interest" with their marketplaces; it ends with one or both of either temptation to play both sides OR gamification/optimization/deception from the vendors behind the scenes.