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You give "most people" (not yourself, of course...) both too much and too little credit. Pure keyword search was predictable: you typed in the words you wanted to appear on the page, the computer did a bit of stemming, and you got back results that all contained all of those words. It was simple and predictable, so pretty much anyone could figure out how to control it. "Power users" could learn some special syntax to do more.

Current attempts to try to make everything a conversational AI are pure failure. Whoever is in charge of Siri/Alexa/Googlette/Whatever thinks people are saying "hey X, do Y" as if talking to a human. In reality, those people are trying to figure out the magical sequence of words and intonations that will make the thing do what they want, frustratingly and poorly reverse-engineering some inhuman and constantly-changing robot.

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