Why B2C needs Netrics and related tech for search

I’ve recently been “experimenting” with the free field text search mechanisms in web sites and apps (Android and iOS), typically searching for books or services. Sites like Amazon seem to do search quite well, but with apps it seems that I need to know the exact search terms. Any B2C site or app really, really needs to consider contextual search, for which there are many technologies available (TIBCO Netrics is a very good example). Indeed, it would be nice if Google and Apple made this available as a service in their APIs for all their apps to exploit…