Rand Fishkin of SEOmoz.org has provocatively suggested that del.icio.us, the social bookmarking service, makes a better search tool than Google. He runs a couple comparison searches to demonstrate his point, and he garners widespread agreement in the comments on his blog. Even some who do not concede that del.icio.us is actually better than Google (see Josh Catone at Read/WriteWeb, for example) are ready to allow that data from social bookmarking and ranking sites could usefully add "social relevance" to the apersonal algorithms of a search engine like Google's. Search results from del.icio.us are the fruit of massively parallel human evaluations, but the beauty of del.icio.us and other tools of its ilk is that their usefulness for searching is largely a by-product of self-serving individual efforts. I use del.icio.us primarily because I find it convenient and efficient; the fact that my bookmarking activity contributes to the collective project of indexing the web is just icing.