So good they ignore you.

Our little project Waze isn't such a novelty any more. You don't think twice about driving somewhere new. The cashier doesn't ask "What's ApplePay?" Nobody doubts that Mr. Beast has a real job.

You probably know someone who has never bought software on a disk. Or seen the inside of their bank. Or called for takeout. Or watched TV on a TV.

That's because once you get used to our work, you don't even notice it any more.

Today we're thinking about preference learning. Tomorrow, you won't think about it at all.

Does "Tandem Research" ring a bell? No? Exactly.

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