There's a lot more fraud on the web today than there was 20 years ago. Google has tried to fight the overall decline in quality by supplementing its index of a trillion web pages with selected content rather than just showing you links. If you ask a simple question about cooking or the age of some politician or actor, you may see what Meyer calls an in-line. It's a bit of text that answers your question right there on the search results page with no need to click on a link.