The search market is a multi-billion dollar industry, and given such potential to capitalize there is a large window of opportunity with a vast range of possibilities for the future of search. The mythology of the search engine is that there is only one type of user and only one end-point for any given search. Matthew Fuller, author of a number of books on art, media and software, dismisses such narrow thinking by welcoming a cast of “alternative search engines” that offer some variety to the classic retrieval model of search.