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Part of why internet search sucks is that many gave up trying in the face of Google.
(self.showerthoughts)
A "Showerthought" is a simple term used to describe the thoughts that pop into your head while you're doing everyday things like taking a shower, driving, or just daydreaming. A showerthought should offer a unique perspective on an ordinary part of life.
At the time, they gave better results and the clean and simple design got right to it without all of the BANNER! BANNER! HONK!HONK! of the competitors.
They had ads, but they were just text links that said they were ads and weren't playing games with rankings based on who bribed them.