This will be a bigger battle than anyone anticipates. It is only a matter of time before there is an Apple and Google version of Muse and possibly TikTok, in addition to the frontier LLM agents. Maybe a commerce agent from Amazon. Every app that is a services, marketplace or commerce app will need to existentially decide to open APIs for consumer agents to interact. Smaller players have no choice. Ad revenues are more than transaction fees, either the consumer benefits or distribution aggregators will demand a higher transaction fare. I know I don't want an agent for each app. I would like my agent to be able to do tasks I require. We can already see consumers getting trained on that behavior by the frontier labs. Those with network moats - restaurants, groceries, drivers might be able to withstand for a while, over time convenience and end user experience will win and they will have to align. Content moats (protected by copyright) could decide to allow agents or chose to hold on to the consumer interaction. I suspect other than the feeling of a lack of control, it won't change their economics. Commoditized back ends will need to worry, insurance, tickets, hotels, services - if they don't adapt new players will.