Accelerated Signification
Tom Matrullo explains it all quite nicely.
In search, the actual identity, brand, of the specific information
bearer, blurs, vanishes. For the specific bearer to attempt to call
halt, require the seeker to declare his name, address, likes and
dislikes ("Tiki bar or Quonset hut?"), is inappropriate in terms of the
form. Any messenger seeking compensation for bearing messages is a
contrivance, an anachronism, an obstinate effort to prolong the life of
a being whose time is gone. It is seeking to break apart something that
has fused into a single moment, a unified act of information seeking.More
than simply derailing a process, it’s bad form: Trying to turn what is
an instantaneous quest into a marketing moment, a branding opportunity,
is like a pallbearer for a head of state suddenly dropping the casket
and breaking into "Gotta Dance."One shrinks, hits the back button and selects another source.