Pat Nixon called being First Lady “the hardest unpaid job in the world”. But the role carved out by Melania Trump doesn’t appear especially taxing. And Amazon reportedly paid her at least $28m for an advertisement—ahem, documentary—about herself. In some ways, Mrs Trump is reinventing the job, writes Lexington.

Elsewhere, we explore a worry for big tech that doesn’t involve artificial intelligence (at least not directly). Digital advertising accounts for virtually all of Meta’s earnings, most of Alphabet’s and a growing slice of Amazon’s. That dependence could prove painful when the next recession hits.

And on the latest episode of Inside Tech, our correspondents discuss world models—what they are, why they might make AI systems better and their relationship to existing LLMs. You can find the episode on our app or the Insider hub.

$30bn, the approximate amount that America’s government was taking a month in tariffs, plus related taxes and fees, by October. Read the full story.