[dragonwriter]

> Improving their search would mean that more people find what they want to buy.

Sure, improving their search would mean that more people find what they were initially planning to buy without seeing as much other stuff. Of course, offline retail experience has been that that's generally a good thing for premium venues, its usually exactly the exact opposite of what is good for sales in discount venues.

And, even to the extent that it might be a net gain -- I suspect it would, overall -- its quite easy to believe it might not (despite 20 years) have ever reached the level of being the lowest-hanging fruit in terms of benefit/cost ratio.