Search is your guide through an open-ended jungle of the web ecosystem.

Everyone benefits.

The jungle is open-ended and permissionless, so everyone in the jungle benefits.

No one can tell any part of the jungle they can't exist.

The user can choose whichever guide they want.

Or choose to go it alone!

The user benefits significantly by having a calibrated guide.

The guides can compete on the quality of their guidance.

If their guidance gets better as more users use them, they get a more defensible quality against their competitors, a benefit that compounds.

Open-endedness is beautiful possibility, but also a bit scary and overwhelming.

This combination between an open ecosystem and a high-quality, optional guide is a powerful complementarity.