lot of people will type in synonyms, like "automobile" instead of "cars" when the name of the business is Cars R Us. So we try to take the query as a suggestion.

We used to require an absolute perfect match, but over time we’ve gotten better at spelling, morphology, synonyms, all these sorts of things like stemming, where somebody types in “runners” and maybe they meant “runner,” or “running.”

To be clear, you’ve chosen not to be able to do that.

A: That’s correct. We’ve made a deliberate choice that we don’t want to. Because if you think about it, those kinds of choices tend to get stale, it’s not very scalable, it doesn’t work very well in other languages.

But in our group, we vastly rely on algorithms. We try to write new techniques and algorithms. But if someone writes in and says I typed in “Rob Hof” and got porn, they’re really unhappy if the reply is well, we think we’ll have a new algorithm to deal with that in about six to nine months, so check back and the porn may be gone maybe by the end of the year. So we’ll take action. Even then, we try to do it in a scalable way.