The term, coined by survey author YouGov plc, an Internet-based market research firm, is derived from a rough acronym of the phrase ’What was I looking for?’. It has already spawned a related intransitive verb, to wilf, and those of us who regularly indulge in the practice are also correspondingly referred to as wilfers. The theory is that, even though we might go online with a specific purpose in mind, the potential choices and distractions are so many and varied that they cause us to lose track of what we were looking for. Shopping, travel and news websites are allegedly among the most likely to cause people to wilf.