When Google started talking about exposing more of its semantic search technology, I agreed with long-time search watcher Danny Sullivan that it seemed like nothing new. Now, Google has convinced Sullivan that its “knowledge graph” is a big deal. I’m still skeptical. I concede that Google rarely makes fundamental changes in its search results display, so this is a development well worth watching. Google has never done much to solve the “apple” query problem (did you mean the fruit or the computer?), but lots of people have experimented with faceted search results without gaining search engine share. The “facts” – based mostly on Metaweb’s connections of Freebase data – the new approach will highlight seem very Wikipedia-like. That’s certainly useful, as general searches often produce Wikipedia results as a top option. But those kinds of results aren’t the ones that generate revenue.