Whats Best?

I like the pieces from Think with Google, good to follow.

We often addressed the problem when dealing with the term 'Optimal', which often followed with the question:  In what context?  under what Constraints?    When we use 'best' there are often many implied constraints in our search or request.  Its also common to include in conversation.  Search, Google's language of interaction, is a conversation, and includes common sense interpretations of 'Best'.

Ask a researcher: What does ‘best’ really mean?
Ken Wheaton August 2018 Mobile, Search, Consumer Insights

It seems fairly straightforward. When people set out to shop for an item or service, they hope to end up with the best possible outcome. But it turns out that “the best” isn’t an objective absolute. In fact, finding “the best” isn’t necessarily about finding the best thing that exists, it’s about finding the best thing for your needs.

It was pretty clear to us from consumer search data that people’s quest for the best is still on the rise. Mobile searches for “best” have grown over 80% over the past two years.1 And they’re searching for “best” for even the smallest stuff: We’ve seen strong growth in things like “best toothbrush” over the past couple years. ....  "