I suspect that will get flushed out during their &quot;wait and see&quot; period of how developers use Viv. There are a couple of scenarios<p>1. Viv&#x27;s &quot;experience&quot; is integrated into existing apps. So it knows you like your friends new service because that&#x27;s the App you&#x27;re in. (Unlikely based on the goals discussed in the video)<p>2. There are Viv &quot;add-ons&quot; that let you preference one over another. This sounds like the most-likely scenario if Viv is to stay neutral.<p>3. It&#x27;s commerce-driven. Viv decides which services are prefered based on who pays the highest for &quot;cab&#x2F;car service&quot; searches. Basically, the current search advertising model.<p>#3 seems the most likely to me, because it also opens up a host of other interesting scenarios related to existing current SEO business. However, I&#x27;d love to be wrong and that it stays neutral (#2).