Scene: the marketing department.
“We should like to advertise our fine retail establishment on the Google!”
“But we sell so many different products! How will we ever register enough ads to cover everything a potential customer could be searching for?”
“A solution! Google will let us advertise with a template that includes anything a user might search for! Surely, then, whatever someone is trying to buy—be it an object, idea, or person—they will be directed to our store!”
“Brilliant! Nothing could possibly go wrong.”