The Whole Truth And Nothing But The TruthVeracity. Truth. Trust. Trustworthiness. Believability. Credibility. Validation. Accuracy. These are the things that will cut it when it comes to search technology.
If you're searching for data -- are the results true, valid, credible?
If you're searching for a person's identity and biographical information -- are the results accurate, trustworthy, up-to-the-minute.
If you're searching for a person's credit history -- how do you know it's not been hacked or tampered with or that it even IS the person in question?
Will we pay a premium in the future for clean, pristine data?