One of the purposes of my book is to expand the concept of what “search” means in everyday life. We’ve come to think that search = Google, and Google = search. But what of luggage? Of inventory? Of….Rental cars? In this disturbing NYT piece, Christopher Elliott tells the tale of Byngsoo Son, who rented a car in San Francisco, took a 12-day road trip with his family (Grand Canyon, Vegas, etc), and got a bill for over $3,400. Why? He crossed state lines, which he didn’t realize triggered a $1-a-mile clause in his contract. How did the car company know? Payless (oh, the irony!) had a GPS unit and “telematics” installed in the car, and was tracking its movements. In other words, they could search for the car at any point in its journey, so they knew when it triggered the Make-A-Shitload-of-Money clause. Did they call the hapless Son, and let him know that he might consider buying a used BMW instead? Of course not! Ah, the power of search….