Starting with the fascinating concept of the Database of Intentions introduced in Chapter 1, the book kept my attention. This is a well told story of the development of the Internet search industry. The book documents in a journalistic fashion that is very enjoyable to read, the convergence of academic research and business thinking around the problem of 'searching' an exponentially expanding internet. Inevitably the story of Google is at the center of the book but Batelle covers well the known and unknown pioneers of 'search'. He also shows that despite Google's dominance, the 'search' for the perfect search function is far from over. The book puts in perspective how all marketers must now think in terms of consumer intent when designing their web properties or SEO strategies.