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Social search democratizing revenue share models There is a shift taking place from pure algorithmic search to social search. The explosion of consumer generated media (CGM), the emergence of social search and the rise of the Net's culture of participation will eventually force a democratization of the Web's economics. There is a shift taking place from few with the power to users getting empowered. Content generating users (i.e. traffic, eye balls) will increasingly share the wealth. The Web is slowly but surely leveling the playing field for the rest of us in the tail.