The desire to search for an alternate route -- that is now happening.

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For example, a search for the name "James" would return alternate spellings, such as "Jim" or "Jimmy, " Fischer said.

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Perhaps a new medium would integrate content across other platforms accessible on the console and extend stories to real-world Internet search, texting, etc. (a la alternate reality gaming).

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If your search is for a category, like "cigars, " swiping horizontally will bring up alternate info sheets for other locations.

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