Right now, that process is quite broken. Imagine for a moment that you’d like to visit your favorite site - kickstarter.com. You don’t just want to visit the homepage - you want to visit the design page. How would you go about visiting that page? If you’re like most people, you’d (1) type kickstarter into the toolbar of your browser. Then, you’d (2) scroll down on the SERP page to the link that says kickstarter. Then, you’d (3) click that link. Once the site loads, you would (4) look for the search interface so that you can get to the page that you want. Often times, this search interface isn’t easy to find. Then, once you’ve found it, you’d (5) type “design”, and if you’re lucky, be able to (6) click it to get to the correct page. This isn’t about one particular example, that isn’t designed well. This is how navigation around the web has worked for some 25 years. In order to get anywhere, you first need to load a page that provides you with 234,988 links in 0.0003 seconds. But you only want one link, and you don’t even want to see that one link. You just want to get to that destination. This process is broken and a waste of your valuable time, but it’s not broken by mistake. it’s extremely profitable for one particular company. If you type Lowes, Google will give you some ads for HomeDepot. Is that fair to Lowes? Arguably it isn’t quite moral nice to make HomeDepot pay for ad space when users type Home Depot, but it does make Google’s stock price go up. Is this process broken? If you’re an executive at Google, it's not. If we think about our digital destination in the physical real world equivalent, this would be like trying to fly from NYC to San Fransisco, but, in order to do so, you would need to take a connecting flight to San Antonio. In fact, anywhere you’d want to fly, you’d need to go to San Antonio first. And, once you’d land in San Antonio, there would be ads plastered all over the Airport for flights to Alaska. Would that make people happy? No. Would it be profitable for San Antonio? Absolutely. Our aim with Launcher is to enable you to take a direct flight to any obscure corner of the web that you’d like to get to. Of course, Launcher has limitations. This doesn’t solve for all search queries, as it only works when you know that you’d like to travel to San Francisco or to Kickstarter Design ahead of time. If you’re searching for the price of tea in China, you’ll need another solution since you don’t know where that information is. The search engine then needs to tell you where to fly, not only take you to your final destination.