According to web usability guru J. Nielsen people are increasingly impatient and expect sites to delivery exactly what they are looking for. It is more about optimizing experiences to meet people's needs, instead of creating cool experiences that are just time wasters and don't give people what they were looking for.
People don't get to the information they need through webpage, today "only 25% of people travel via a homepage". The rest uses search and get directly to what they are interested in.
Search definitely rules and it is hard to expect today's consumer waste their time to find you. You must fear those who outsmart you on search. This is where the war for attention takes place.
