Indexing, in the trivial sense is easy. PageRank (which is old) is already a step beyond (How does one deal with spam? How does one handle redirects, or splash

Indexing, in the trivial sense is easy. PageRank (which is old) is already a step beyond (How does one deal with spam? How does one handle redirects, or splash pages that forward you somewhere). Semantic analysis is a step further (what does apple mean?). And then theres everything else (What should happen when I search for "camera", am I shopping, or do I want to find out more about how a camera works?) In so far as building a search engine involves buying computers, yes, its easy, but then theres everything else. Any problem is trivializable in this sense. Amazon is just a storefront (except for the recommendations, the user experience, the search, and I'm sure all sorts of domain knowledge that I don't have at a glance)