When you think about search, you think about finding useful results. As

Ed Zitron has documented

, when today's executives think about search, they think about making money from search. Whether you find what you're looking for has become incidental at best.

The New Internet that's in question here probably began to coalesce in the early 2010s. At first, it emerged slowly, stewing in the public discontent that grew out of an increasingly powerful and extractive tech sector. Just as much as it was a professional stance, the reaction was a visceral one. Many users of the internet were beginning to notice

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