topological k-theory is one of the classical motivating examples of a commutative ring spectrum, and it has a natural equivariant generalization. the equivariant structure here has the strongest possible type of compatibility with the multiplication, making k-theory an example of a ``genuine-commutative" ring spectrum.  there's quite a lot of structure involved here, so in order to understand it, we employ a classic strategy and rationalize.   after rationalizing, we can use algebraic models due to barnes--greenlees--kedziorek and to wimmer to show that all of the additional ``norm" structure is determined by the equivariant homotopy groups and the underlying multiplication.  this is joint work with christy hazel, jocelyne ishak, magdalena kedziorek, and clover may.