Search, Past and Future and Semantic

In GigaOM:  the future of search:  " ... As consumers look for the answers to complicated questions via search query, with the help of semantic technology, marketers can try to sell that same consumer what they searched for soon after they looked for it. Companies that fail to realize the drastic benefits of this technology will likely fall behind. Keep an eye on Facebook, Google, IBM and Microsoft. These companies see semantic technology and the benefits that semantic web provide for search as an innovation investment, so it is likely something you will be hearing about a lot in the near future.... "