At Search Engine Strategies in San Jose this August, I had the good fortune of being able to share a panel with Nico Brooks from Atlas. I've always admired Nico as one of the more strategic thinkers in this space and feel a kindredship, both through our love of research and curiosity about user behavior. Nico brought up what he called a "Big Idea". The concept was fascinating and I followed up with Nico after to pick his brain a little bit more and to do some further research into the topic. I still hope to work with Nico on a more thorough exploration of this topic, but I wouldn't mind covering it off at a high level in today's column.

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