Will people trust recommendations more than search results in the future?
People search for information, but they crave confidence.
Search gives thousands of answers.
Recommendations give confidence.
The hidden mechanism is trust outsourcing.
Humans do not only seek information.
They seek relief from uncertainty.
The internet solved scarcity of information.
It created abundance instead.
People think they want more choices.
Very often, they want fewer choices they can trust.
