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Gary Flake makes an interesting point here. It takes 6 minutes and is worth a listen.
His point is that by using an application called Pivot (built from Seadragon technology) we have the ability to use the web as if it is a “web” rather than a page by page surfing experience (and it’s corresponding feeling of being ‘overwhelmed’.)
Finding patterns that are currently hard to find, may allow us to tease out information and even knowledge where it did not exist before. If this becomes widely adopted by consumers it will surely change our search experience, and that should have implications upstream as companies refine their e-commerce strategies.