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Arstechnica: How do people judge credibility on the Internet? According to research from the "Credibility Commons" project, the two top factors are 1) how pretty does it look? and 2) do I agree with it already? This is, to say the least, a nonoptimal way of evaluating information, and the Reference Extract project wants to use extensive academic credibility research to build a search engine that can out-Google Google—and the group has $100,000 in funding to come up with the technical blueprints for the system.