ABSTRACT
The digital utopia that the next generation of search prom-ises to usher in is in no way a done deal. Many obstacles stand in the path of progress toward this high level of search omniscience. However, a look at each obstacle yields many ideas for entirely new companies, academic ventures, and research projects that could generate not just a profoundly different society, but the next locus of wealth in the world. This chapter is the first of two that highlight the challenges facing this new world of search superpowers; first we’ll look at the technical hurdles and in the second half, the business and societal realities inherent in moving from the known world toward the future to which we should aspire.
