It's tricky though. I think a lot of people think they want raw keyword search, but what they really want is a search experience that makes intuitive sense.

If you lean too much into embeddings and so on, it's easy to get errors that don't make sense to a human being. It's extremely frustrating when you experience "I typed X, why am I getting results about Y?!"

That said, I think there's a sweet spot with some magic, where it genuinely just makes search better. But it's like perfume, if it's immediately obvious that it's there, it's probably a fair bit too much.