I think the idea that websites can change their search result, make it interactive even, is quite good. But I'm not really able to come up with many examples w

I think the idea that websites can change their search result, make it interactive even, is quite good. But I'm not really able to come up with many examples where this actually improves the user experience. Searching for something like VLC and being presented with a download button (and maybe a language/platform selection) right away, that's neat. But booking a flight in a search result? Seems too important/expensive for such little screen real estate.