Kevin Ryan talks innovation and technology in this post on AdAge.com, particularly targeting Google’s new Instant Search–have you seen it? If you’re looking for one the major websites/companies that usually top your search list, now you won’t have to wait three seconds. Ryan opines:

For most people, search is just search

My favorite scrap with my wife co-starred a bottle of Johnny Walker Blue. In the middle of a partial light to medium domestic storm, she poured herself the last two fingers of a liter bottle. A bottle, mind you, that I had carried back from China many years ago.

I instantly forgot what we were quibbling about. As she finished the last drop, it occurred to me: In a distracted environment, my wife’s understanding of Johnny Blue was that of any other bottle of Scotch. For me, however, a bottle of the Blue lasts about five to seven years and only makes an appearance on or around my birthday.

To my wife, Scotch is Scotch and it all tastes like recycled tires. To the consuming public, search is search and the issues we face are unique to us. Do-it-all devices and features are engineered to deliver a unique customer experience by offering everything, allowing consumers pick what they like. It’s a nice idea that really doesn’t apply to search.