When I go to IKEA for a desk chair, I have to walk though many other unrelated things to see the desk chairs. The difference is that IKEA sells IKEA only.

When I go to IKEA for a desk chair, I have to walk though many other unrelated things to see the desk chairs. The difference is that IKEA sells IKEA only.

This is the sort of thing that makes people on HN start screaming "ZOMG! Walled garden!!!!11!!eleventy!1"

> I have to walk though many other unrelated things to see the desk chairs

That's what I was trying to say earlier with the limitations of the physical world. IKEA implements a lot of psychological tricks to get your eyeballs on as many products as they can but at the end of the day they can have only so many corridors and entrances to the store. You want a chair, I want a pillow, someone else wants a flower pot. Sooner or later someone will need to walk a bit to get to what they want, IKEA can't put everything right at the entrance.

But Google can put my desired result right at the top, at the entrance. It's the advantage of digital, it can be changed to suit each individual user. As it turns out, Google made it only their advantage.