The strategic thinking revolves around "how do we put ads in without everyone getting massively pissed?" sort of questions.

Not sure how that would be done without pissing people off. But you know what sounds good right now? A fresh bowl of Kellogg's Rice Crispy Treats. Would you like me to load Instacart for you?

I was shocked to see Prime Video display a button to open the Amazon store to the product that was playing in the ad.

When this happened to me yesterday I felt I’d entered a black mirror episode.

Exactly. Which takes a decade and a lot of thinking to get right