I think the trend you are pointing out is already in full force: often you'll jump over to Wikipedia directly, or IMDB to get data on movies. It is really easy

I think the trend you are pointing out is already in full force: often you'll jump over to Wikipedia directly, or IMDB to get data on movies. It is really easy to make search work when individuals format their own data into a specific format for usage by your search engine. This keeps on being useful until people start abusing it. In a social app like facebook it seems relatively less rewarding to abuse the system though.