I’m a science nerd. When I tell people I majored in Chemistry in college, their eyes tend to glaze over and the topic of conversation quickly shifts to anything else. They don’t care to jack their jaws about molecular bonding, covelance, or lab equipment. They would rather talk about anything else other than Bunsen burners, vials, test tubes and beakers galore.

Search is king. Finding what you need online has become the de facto way most people search for the goods and services they need. That may sound like a whole lot of online marketing gusto, but it’s true. The future of the Internet is still tied profoundly with the future of search. In fact, most people equate the two with one another. You don’t think of the Internet and news, do you? Perhaps.

Finding what you need is not always as easy as it seems. Given the proliferation of online classified sites, it would see all you had to do was type in your object of desire, like a Moleskine journal or a used Toyota Forerunner, and you would be instantly matched with your object of desire. While this phenomenon does indeed happening — it is the rare search query that yields a perfect result. Most of us living lives of quiet desperation are forced to conduct deeper and deeper searches, hoping the next mouse click will bring us one step closer to that one object that will make our lives perfect.