Inside and outside the search box

I was interested to see that my former graduate advisor has spun off a search-related startup — some kind of automatic search-in-context-of-your-work tool. Also amused to see that one of the slogans is “Get out of the search box!”, especially since professionally speaking I am all _about_ the search box. (Neither one of us was really about that particular box (either pro- or anti-) back in the day.)