You’re on the hunt for a birthday present for your BFF and you’ve come up with a great idea: a year’s supply of her favorite… Kona coffee. So you plug “Kona coffee” into Google and generate 1,800,000 results. After a few false starts you realize you really want to give her “100% pure organic Kona coffee” – and only a five-pound assortment once you realize its high cost. Each time you start a new search, the words you enter become more refined. Then you begin looking for the best deal. In your hunt you’ve landed on, scanned and quickly exited 24 websites before you finally settle on the one through which you place your order.