Stop renting, start building: GEO is a mirage

# The Real Problem With Chasing AI Search Optimization Companies are rushing to pay agencies for "generative engine optimization"—basically getting your brand mentioned when people use AI chatbots like ChatGPT instead of Google—but this is a trap that repeats a mistake from the early internet days. Instead of renting space on someone else's platform (where rules can change overnight), businesses should focus on actually owning their relationship with customers directly. The article warns that chasing this new trend without a bigger ownership strategy is like paying rent indefinitely instead of building something you control.