Insound has witnessed a fascinating shift in music buying behavior over the years. Around 2005, vinyl LPs started selling at a greater rate. By 2007 they were outselling CDs. By 2008, they accounted for the majority of all sales. As sales migrated to a new (old) format Clearhead hypothesized that the search algorithm—which had been the same for 15 years—could be optimized. They were right.