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“Everyone on the internet is really scared of Gen Alpha,” said Gen Z influencer Rivata Dutta, aka Riv, whose content is popular with alphas on TikTok.

"I'm not going to remember the exact numbers, but we were playing at 'Riv' this year, and I hit my tee ball and this guy yells out, 'Congrats on being number one Scottie. Eleven more years to go. Eleven more years to go'."

Riv not LIV is the mantra this week at the Genesis Invitational.

Scottie Scheffler, the No. 1 player in the Official World Golf Rankings and winner of last week’s WM Phoenix Open, hopes this week’s conversations center around Riv, not LIV.

Riv is a favored diminutive for Riviera Country Club, the venerable Pacific Palisades par-71 layout playing host to this week’s PGA Tour event that will include every golfer in the top 25 except Niemann and Cameron Smith, another LIV defector.