Search assumes the user knows what they want. Airbnb's hardest problem is the opposite: people arrive with fuzzy intent — somewhere warm, a long weekend, something cool. This teardown examines three moves that convert that into a booking — Categories that let you browse by feel, flexible dates and destinations, and pricing transparency — then argues the real substrate is trust as infrastructure. The insurance lens is direct: customers rarely know which cover they need either, and quote forms punish them for it.