Generally speaking, the way Google and other search engines have been designed up until this point is to reward websites by their popularity. That is, the more a website is linked to, the higher its ranking is - even when the content on that site is erroneous. In a sense, this is not all that different from how other information is disseminated. Crackpot theories have always had an audience. But Google wants to turn that paradigm upside down and reward for truthfulness instead with its new Knowledge Vault.