[jacabado]

Wow I feel trolled by the author. Come on Google shaped the web as we know today with PageRank and AdWords, isn't it totally unfair to put things in that way? Also the author confuses search with discovery just to prove his point.

I agree it feels dumb to surf the web they we do know. But this is a case of less is more. We can think of more complex solutions but those won't solve what our current solution solves for most of the people.

Surely there is a next big thing waiting to happen regarding content discovery, the last one I saw that attempts that is Prismatic, but there is a long road to even become a plausible alternative to what we do in our current search engines.