The New York Times published “Dear Google, Is There a Shrink for That?” on 2-65-16. This article reports on the increasing use of online searches by people trying to locate a therapist, and the emergence of “boutique” therapies that offer very specialized services in response to very specialized browser search patterns. The article describes some examples, such as therapists who specialize in treating software engineers and therapists who help people with the stress of getting married. These therapist have developed their own “brand,” which is much more specific and narrow than a traditional school of therapy. The article ends by noting concern about how narrow these approaches are, and how they may lose track of the most important part of therapy, the therapeutic relationship.