Reinventing the way we search online

I just read this article about a new initiative happenning within the halls of the original search supremo- Yahoo! They have a new guy on board - Bradley Horowitz, an entrepreneur with pedigree from MIT Media Lab. Tasked as the new technology director, his job is to restore the pizazz of Yahoo in web search and he has suggested to do that viA "SOCIAL SEARCH", where search results, in my opinion, is not by the bots and algos of GoogleSoft (Google and Microsoft), but by disrupting the whole search experience throught the collective effort of the whole Internet user community. Hmmm, not a very revolutionary concept philosophically, but it may be technically. Hey, i am not a tech guy, but i would like to see how this search concept will differ from the way "BackRub"/ Google sorts out results.