They're not the same, writes Seth Godin, in fact, they couldn't be much more different.
need to help customers to DISCOVER things they didn't know they wanted,
not just SEARCH for things they already knew they wanted.
as librarians (and knowledge management websites) need to help readers
to discover books and other reading material they didn't know they
wanted. And not just tell them (as Google and Amazon do) the books that everyone else has already read.