Libraries are not so unlike market giants Netflix, Amazon, and Pandora. Despite their significantly different business models and missions, they share an interest in facilitating the search for information, including what to read, view, and listen to next. Librarians, too, want their patrons to be able to use their tools to make connections among titles, whatever the format, match something with what they desire, and find the content they want--again and again. In libraries, appeal is the readers' advisory (RA) framework used to help patrons find books they will enjoy. An entirely reader-driven concept, it rests upon the perceptions and desires of the reader. The RA community has yet to demand appeal-based searching, and RA database designers have yet to deliver it, both of which need to change. This article describes the RA framework and discusses the innovative ways to make good use of the concept of appeal.