1. One or more computer-readable media having embodied thereon computer-executable instructions that, when executed by a processor in a computing device associated with a search service, cause the computing device to perform a method of providing a comparison experience in response to a search query, the method comprising: receiving a search query from a user; determining that the user likely is engaging in a comparison task; and providing a comparison experience to the user in response to determining that the user likely is engaging in a comparison task.