Two fine articles on search engine technology landed in our laps to noodle over this week. One piece focuses on Google and the other Microsoft's Bing platform. Both deal with the artful but dodgy practice of disambiguation, or tuning search algorithms to parse semantics. Folks, I mean the difference between Apple, the company and apple, the fruit. Humans get this stuff pretty easily (we hope). Computers don't. Let's start with the Google item from Wired ,