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I come back to the future of web search often, because it fascinates me, and because it's important. Here's why.

The Open Web doesn't work as a mass medium without effective discovery tools. The existing ones are rapidly enshittifying, both search and social platforms. Worse, almost everyone - including TBL - is hypnotized by a future of Trained #MOLEs doing our information processing for us.

So those who are not, and still think the Open Web matters, need to get our thinking caps on.

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