Will people trust recommendations more than search results in the future?
People search for information, but they crave confidence.
Search gives thousands of answers.\n\nRecommendations give confidence.\n\nThe hidden mechanism is trust outsourcing.\n\nHumans do not only seek information.\n\nThey seek relief from uncertainty.\n\nThe internet solved scarcity of information.\n\nIt created abundance instead.\n\nPeople think they want more choices.\n\nVery often, they want fewer choices they can trust.
