I think more than that he wants a search engine that projects confidence. Newegg does something I think is brilliant, and somewhat related--it watches what you

I think more than that he wants a search engine that projects confidence. Newegg does something I think is brilliant, and somewhat related--it watches what you browse, and if you browse enough without buying anything, it sends you an email the next day basically saying "hey, we noticed you spent six hours last night looking at cheap point and shoots. Here are some cheap point and shoots." Now, in my case, it didn't work exactly--I had a pretty good idea what camera I wanted, and was just browsing options while I waited for Newegg to get it in stock. But if the email had been a bit more direct and assertive, I might have pulled the trigger right then. ("Hey, we noticed you were looking at cheap point and shoots, here's our one top seller, and the three most recommended reviews for it. Oh, and hey, if you buy now, we'll give you free shipping or a cheapo card or whatever.") Confidence counts for a lot. My friends come up to me when they buy computer equipment because they know I'll weigh their likely use cases against my own personal preferences, ask a few questions, and then give them a link to exactly the product I think they should buy. Knowledge is important, but tailored knowledge is invaluable. To continue with the Newegg example--instead of presenting me with a few dozen options when I click on video cards, maybe it would be more pleasing if they looked at my buying history, noticed I generally only buy cheap, last gen nVidia stuff, and make sure my first four items fit that general profile. And then maybe one more row with outliers--slightly more expensive cards or an ATI card. Partner up with a content provider and add a link if that particular card was featured in, say, an AnandTech system build. Link to the 50 page forum post about that case on HardOCP. I challenge anyone here to try buying electronics like the average person does. Go out to Best Buy and buy the headphones "the guy" recommends. Then go home, use them, read some reviews on one of the bigger boards, and try NOT to feel like an idiot who just wasted at least some of his money. Until you invest either a lot of time learning or a lot of money experimenting, you won't know what you prefer. You won't even know what questions to ask to narrow down your options. And that's the feeling Rands is trying to avoid with his future shaving cream purchase. PS - HLGAUGHALUGHALUGHALGUGHALUGHA.