So there's a new search engine on the block, Cuil (pronounced "Cool") and it's the latest to take a swing at the big G. It boasts a three-column interface, less reliance on popularity in it's algorithm and a dedication to indexing more of the internet. Its founders have tried to latch onto privacy concerns by declaring that Cuil does "not collect any personally identifiable information, period. We have no idea who sends queries: not by name, not by IP address, and not by cookies". As noble as this is I wonder if people actually care too much (yet!) about how other search engines manage to provide relevant results. If a piece of software is noting how I use it to provide me a more tailored experience, that's probably ok. Of course if people stop and think about it, the amount of information search engines can gather about your life is truly frightening. But my gut feel is that a widespread tolerance of, or even apathy towards these techniques will continue to exist until people are personally touched by their consequences.

Now you can't blame smart people for wanting to try and make search work better but I just get the feeling that there has to be a seismic shift in experience to move people away from their current Google-habit. Slightly better results, a different philosophical approach and magazine-style results layout don't give me goosebumps.

Search isn't something people love or even contemplate, it's just there. Google manages the perception that it provides relevant results extremely well. If it's not indexing the dark nets enough, or is dumbing down its results set based on the linking habits of the masses, is anyone really noticing? Possibly Cuil needs some interface tweaks to clearly demonstrate their difference in approach. But in Australia, with Google's near monopolistic market share, it will take a lot more than that.