Social search assumes that you want the 'comfort of conformity'
...more than you do an 'answer' per se. Being 'on the same page' (pun intended) as your e-friends is what you really want from a search(!).
Lemmings will be more than happy to give you directions to the broad and easily-travelled road: We're all going off that cliff; be sure to stick together...no stragglers!
A desire to view content NOT approved by the preponderance of your 'friends' may constitute abberrant behavior.