100% this. I remember when I took advantage of being online and not really competing in SEO, it was simply a matter of being real. At the time, I didn’t realize it was just arbitrage: I was naturally in a space with fewer participants and most organizations didn’t even know the rules yet.

Now that advantage is completely gone, and I have to build business the way it’s always been done in history: walking the streets while the online "broadcasted" world is a massive distraction.