Google I/O happened, and the world is afire with the Duplex demo in which the Google assistant makes a phone call and sounds like a human. Guus and Joe reflect on the ethical stance of this type of situation. That perhaps we don’t live in a simulation, but that everything around us can now be simulated; that trust is a strategic asset now more than ever. They also discuss how these types of products affect the future of design as a discipline and what design must do to remain relevant.