It’s fair to say that you can gauge the importance of a problem by those that attempt to solve it. The Manhattan project had Einstein. Newspapers have Google.
To be fair, we’ve been tackling this problem for some time now and many qualified technicians have tried to figure it out. But newspapers, both print and online, are too complex for any one solution.
Recently, Google’s Chief Economist, Hal Varian, weighed in on the topic during a Federal Trade commission (FTC) meeting. (FWIW: The FTC was looking for answers.)