Elan Ullendorff flips the premise on search engines entirely.
We don’t need a better large search engine. Instead, we need to cultivate what I would call “folk search algorithms,” a set of tools and practices that, whether by chance or design, are not influential enough to move markets:
As a search engine scale, Ullendorff argues, it falls victim to manipulation and an endless cycle of bad actors gaming the system and algorithms struggling to keep up. A better search, with the principles of the small web.
