Instead of calling it Advanced Search, search engines should call it something like:

Simple Search
Easy Search
Guided Search
Helpful Search
Asissted Search
or…?

My point is that most users don’t want to learn advanced query formulation; they try and get away with simple keyword searching in a generic search box. But it’s those users who need the “Advanced” functionality the most. They are the ones who don’t know to use quotes and therefore need a search box called “the exact phrase — “. Calling this Advanced Search intimidates the average user, the very user who needs it the most!