Intuit's core TurboTax pricing is collapsing as AI turns tax filing into a commodity. Goldman estimates AI can process a standard return for about $0.12, against TurboTax's blended revenue of roughly $162 per return. Intuit sold confidence, and plain explanations are now free and instant; it said last quarter that it lost on price, then cut 17% of staff. Filing, compliance, audit support and trust still matter, and it has partnered with Anthropic, but the question is what it is worth afterward. x.com x.com