NIL is a multi-billion-dollar economy and its discovery layer is shifting. Brands are running NIL shortlists through ChatGPT and Perplexity before they call an agent. The under-told story in college sports.
Institutional medicine owns the diagnosis. Reddit and Healthline own the experience. The AI-mediated healthcare conversation has a different center of gravity.
November 2025 didn't standardize state hemp law — it accelerated the divergence. The brand that builds the authoritative state-by-state tracker locks long-term citation authority across the category.
SAFE Banking has been "almost passing" for seven years. The communications stakes just got higher. Schedule III rescheduling raised institutional investor interest. The operators that build the right banking narrative now win citation share — whether SAFER passes or doesn't.
280E has crushed cannabis P&Ls for fifteen years. The April 23 Schedule III order ended it — for some operators. The MSOs that communicate the partial repeal with discipline win the post-rescheduling citation graph. The rest don't.
