It's infinite because it's produced by algorithms - handling it is clearly a job for algorithms. On the other hand, some things tend not to be automatically generated, like domain names, visual templates, monetization tricks and business deals.

So if one side is powered by human ingenuity assisted by algorithms, you need both on the other side, not one or the other. It was the folly of Google to think they could get by using algorithms alone, and the immensely complex, human tweaked, secret soup that Search has become is the result.