Lately one of the things that's really gotten under my skin is the circular logic that you get as a search specialist working with some CPG advertisers. Maybe it's because I live search, but I can't believe after all this time I still find teams defending search budgets and answering the age-old question, "Why use search?"

When I write about controversial topics and get all fired up and make crazy, wild, sweeping assumptions and generalizations, I get a ton of feedback. Don't get me wrong; I love and appreciate that, but I fear today all I have for you is some cold hard facts -- and maybe one tiny bit of controversy.

Last week I asked for input on the upcoming Search Insider Summit. Of the seven possible topic areas I presented, the highest level of interest was in the role of human behavior in digital marketing. You, the Search Insider faithful, have made me very happy. But being an avid student of human nature, I feel it's only fair to warn you what to expect as you continue down this path.