Semantic search
For some time, we've known that the technology behind search engines was flawed because when we supply the words to use in the search, we don't supply any semantic information with them. When I supply the word "sex", for example, I don't indicate whether I'm talking about a person's gender or intercourse. Likewise, if I'm looking Paris Hilton, I haven't indicated whether I'm trying to make a reservation at a hotel in Paris or whether I'm looking for information on the celebrity. True Knowledge is trying to change that with their technology. It attempts to find answers to peoples' questions, not just a result of pages that contain the words the person supplies.