Efficacy plays a role in this effect, but so does unintuitive connections between search terms and results. "Google-fu" used to be a somewhat solid "science" bu

Efficacy plays a role in this effect, but so does unintuitive connections between search terms and results. "Google-fu" used to be a somewhat solid "science" but now small query differences can yield unpredictable effects on results, and the likelihood of remembering the exact query that yielded the desired result is low.