I think it's words...because I do a lot
of internet surfing and often I don't even
know in particular what I'm looking for...I'll start out in a general market area and then link to link to see what's out there...

I do shopping offline the same way...I'll start out looking for one thing and end up buying something else...

I'm glad you're discussing this because I still find it kind of mind boggling to find a niche which I myself am passionate about and then
research to find what most people want...because in my experience many people don't know what they want which is why I believe you had to do a course on "square 1"...so if you had to do such a course and most people don't know what they want then obviously words are very important...

Just my .0000000000000000000000005 cents