Ok, you may be right. But my point is that "best toaster" doesn't mean anything per se; do you want a fast toaster? Durable? Low energy consumption? Elegant? Large capacity?

There are many characteristics to any device and the "best" one depends on personal preferences. What's the "best car" for example? Does that even mean anything?

I don't think a generalist search engine should be used for shopping. You don't need Google to read reviews on Amazon and form your own opinion, again, depending on your own preferences.

People use Google as an oracle and then complain when that fails. But Google is a search engine. It's not the Pope.

I would imagine, if I had info on _every aspect of a human's life_, such as their email, their documents and photos, their messages, their browsing history, etc, that I could tell what _they_ meant by "best" _at that moment_. If not, what _are_ we trading all of that information for? Ads?

We pay for our searches and social media in information rather than currency. Using the information to improve the service would cost more than that information is worth.

> do you want a fast toaster? Durable? Low energy consumption? Elegant? Large capacity?

I don't know. That's why I'm asking "what makes a toaster the best?". I'm trying to learn. If I get bombarded with ads and spam the search engine has failed me.

> But my point is that "best toaster" doesn't mean anything per se;

When I type "best toaster" into a search engine it does have a specific contextual meaning. It means "please help me educate myself on what makes a toaster 'best' so I can make an informed purchase".