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I don't think the absolute volume of searches will ever decline. However, as a percentage of attention, social surfacing of content will continue to grow.

Take your Dining&Wine section example: that's what they did 3 years ago. But 10 years ago -- and still today -- they're much more likely to visit somewhere that a friend mentioned they visited. The social discovery mechanism is so natural that you don't even think about it as a discovery mechanism, but it's really the dominant source of information for nearly everybody. Facebook and other social networks are only just learning the right way to use that data (and the ground is littered with companies that have failed, even with the same data).




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