The perception we want to achieve is that we are a serious search contender.

A thing is not what it is; it’s what we think it is.

We want to get the message out that Ask.com is a serious alternative to any search engine out there.

We've found through research that users are not aware that these kinds of tools are available for search.

Internal mental experience is not the product of a photographic process. Internal reality is in fact constructed by the brain as it interacts with the environment in the present, in the context of its past experiences and expectancies of the future. At the level of perceptual categorizations, we have reached a land of mental representations quite distant from the layers of the world just inches away from their place inside the skull. This is the reason why each of us experiences a unique way of minding the world. (pp. 166-167)

The perception of what we as professors provide has changed. Constant and demanding e-mails are just another manifestation of what our society has become.