In Search of Stuff (quickly becoming a must-read) has an interview with Joe Searcher. He's the most average searcher in the world and apparently fits all the stereotypes. I loved this:

Any final thoughts for us on search?

Yeah - put the car keys in the same place all the time, and you don't have to search as much. (That's what mom says every morning.) And I just learned about that "clear history" thing - they should tell more people about that.. it could like save your marriage and your job, dude...

Creativity and humor really are link-worthy.