This is a quick article I built to show a non-tech manager. Data is this good for display isn't the same as data that is good for user-input derived searching.

SAMPLE: can you see that “Salvi’s Cucina” isn't the same pip as “Salvi's Cucina”

This is why it may be a good idea to brutalise fields that get used as search indexes down to ASCII, so people can *quickly* type a nearly correct string, and get what they wanted.