Imagine this you're out on tour near Fargo and you break a spoke or two. You could limp along to the next town and hope there's a bike shop there or you could get Google to tell you where the nearest bike shop is. Just text bicycle shop Fargo North Dakota to 466453 and a few seconds later Google will provide you the answer. The best part is you don't need one of those fancy schmancy smart phones, any phone with sms will do. It sounds silly but in a pinch this is a really handy service.