The most rational incentive would seem to be a kind of toll extracted on the value of all you create where search contributed to that creation. So like every month, you get an invoice from the great search company in the cloud where somehow it’s objectively assessed how much search contributed to the value you created for the world that month - and then you pay that amount and all remains right with the world until the end of time.

In that way, search captures value directly on its core function: efficiently facilitating the creation and dispersal of knowledge.

This may end up occurring, but based on how unlikely it sounds, it’s my reflection that the web search that we have today is simply a small component of what will eventually become a system that closely approximates the above: basically a kind of global intelligent interconnected agent for the advancement of humanity.

Rather than the great unbundling, this will be the great rebundling … of many diverse functions into a single interface seamlessly.