What emerges from this shift is not a marketing issue but a governance problem. Even under fixed test conditions, leading assistants do not hold a stable interpretation of what these platforms do, who they are for, or how their controls function. The risk comes from external reasoning drift: changes in the logic, criteria, and evaluative frames assistants apply to the same product across multiple runs.
This study uses ASOS - the Answer Space Occupancy Score - to quantify that drift and show where reasoning variance introduces exposure that internal teams cannot see.