The Future of Search

Benjamin Brooks:

So as I think about the future, I have to wonder how bad this ultimately will be for users. If I buy 100% into the Apple culture and 0% into Google, everything will be fine until I want to switch from Apple to Google. At that point, how do I recreate all this backlog of data for Google to then be useful for me? As Google would be starting with me as I just came into existence.

Good question. I’ve been thinking of the nature of lock-in, to whatever degree, for a while now because it seems to me that it’s the most important reason for the average user to avoid experimenting with platforms.