Reading the article and justification given I do actually get the idea of it. They want to levarage the parent company’s clout and connections in order to convince other app makers into implementing a way for Sesame, the universal search app/plugin, to pull results directly from those apps. For the parent company it would give them a USP in the analytics market.

In short: Think of searching for a product from the launcher and rather than it opening Google, it returns results directly from the Amazon app, or eBay, or any other app that supports the functionality. Obviously there’ll be an affiliate kickback for any click-through and you’ve got a decent revenue source.

It’s a good idea, I get it. Would I feel comfortable using it? I don’t know. On the one hand it just cuts out the middle-man of searching for and clicking through to products via Google etc. On the other hand, all of the concerns already raised in this thread!