Problem this solves; making search more relevant & personal.... Further whose advice and opinion holds more weight for you in regards to where to stay in Hawai

Problem this solves; making search more relevant & personal.... Further whose advice and opinion holds more weight for you in regards to where to stay in Hawaii, best restaurant, etc? Your network of friends/family/contacts or a search engine? Who holds more influence over you for vacation spots, restaurants, experiences with businesses? Some examples I can think of now of how this is a better form of search. Though Google wins for me when needing directions, queries on pieces of history and the like; things your friends do not know but would tell you to search Google. Overall i don't get the whole business mantra "What problem does this solve," when creating a start-up. SOme of the biggest sites on the web (Facebook or Twitter) were not solving any problem - rather they created new ways for us humans to communicate.