Look Before You Ask
http://www.digital-web.com/columns/wideopen/wideopen_2002-07.shtml

Wertheimer, David
Digital Web Magazine
2002

Abstract:

I'm not here to trivialize or ridicule the use of search capability on a site. The retrieval of informaiton from a web site is a fundamentally different task than finding fresh bread at the supermarket, and should be treated differently. However, search has become the default technique for getting around online, while its offline equivalents are usually downplayed by organizations and avoided by individuals. How many of us like asking questions at the store?