Halley on why search engines are like yogurt containers: "We really don't know what we're buying when we make a decision to search in Google or MSN or Amazon's A9. (Maybe all the geeks do, but "regular folks" don't.) I'm not saying I want to know the mind-numbing details of the search algorithms, but I would like some sort of product description of what I'm actually searching through to help me know what search engine I need."