Search used to mean if you were at the top you won. Now the top doesn’t exist because the searches are personal. For example, if I search for “new car”, Google will know that I used to work in the car industry, had an adword campaign selling car cleaning products, and have an associated linked email address Jonno@carwash.net.au. My search results will be tailored to me and will probably look very different to a teacher searching for “new car”. Buzz now annotates everything. So my church “C3 Northern Connections” used to come up with maps, and perhaps a review. Now, everyone who attends church and happens to use their iphone in the service will have their comments connected most likely automatically to their location. Suddenly, search got smarter. Pair that with

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