They don't have to be that familar. As you type in, it is a "search contains", not a "search starts with", so as long as they have some idea of what they are looking for they'll find it - which they would really have to..........who wants to scroll through hundreds or thousands of items without having a clue of what they are looking for?
What I mean is that if I search for search contains is that if you search for "Tree", it would pull up:
DoubleTree
Pine Tree
Treehouse
Tree:Red
Tree:Blue
Paul