concept binary collation in category sql

This is an excerpt from Manning's book SQL Server MVP Deep Dives.
One of the alternatives for improving the performance of the LIKE operator is to force a binary collation as follows:
With a binary collation, the complex Unicode rules are replaced by a simple byte comparison. In the file 02_plain_search.sql, there is the procedure plain_search_binary. When I ran this procedure through tester_sp, I got these results:
Obviously, it���s not always feasible to use a binary collation, because many users expect searches to be case insensitive. However, I think it���s workable for email addresses. They are largely restricted to ASCII characters, and you can convert them to lowercase when you store them. The solutions I present in this chapter aim at even better performance, but there are situations in which using a binary collation can be good enough.