CHAPTER 7
What Holds Search Back: The Business
We’ve examined some of the technical challenges facing this next generation of search, which will bestow on us superpowers rivaling those in our wildest science fiction fantasies. But even if we were to completely resolve the technical challenges (which we can never do, as new ones will arise as quickly as we knock down the current ones), there remain issues beyond the technical. Are the business models that fuel search flexible enough to move away from the current practices used to fund these behemoths? Are we able to balance people’s rights and freedoms with the access to their information that is required to power these new experiences? Are people already too concerned about the state of their ...
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