Cooliris lets searchers preview Web links, images and video results without having to click on them, while BooRah deals strictly with reviews (restaurant
reviews at the moment, but the company plans to expand to hotels). Both offer new ways to search as well as new ways of processing the vast amount of info on the Web. But both companies' top brass
also acknowledge that the entire search industry still faces many challenges.
"Guessing what a search query means is still an art," according to Cooliris' Chief Revenue Officer Shashi Seth. And he thinks mainstream engines only guess right about 40% of the time. Meanwhile, the processing power required by search--even for a subset of data like restaurant reviews--is a major obstacle, according to Nagaraju Bandaru, BooRah's CTO.