Image from evisibility.com
When most of us think about Google do we think about world domination or loss of privacy? No. We’re more likely to think about how useful and smart it is, how it anticipates what we want, even offering us possibilities we hadn’t thought of yet. As John Battelle writes in The Search, “Not only are we searching for that which we know; we increasingly are searching to find that which we do not know.” (P. 31 hardcover edition)
And how does Google anticipate what we might want? Battelle says it all starts with what he calls the “Database of Intentions.” We type in billions of queries, Google keeps track of what we search for and which results we click on, then uses that vast set of data to make search more rewarding. Most of us can’t imagine doing without this amazing resource anymore. That’s why we’re willing to enter into the bargain with Google – in exchange for this free service, we’ll put up with the targeted advertising that has earned Google billions and enabled many a small business to reach its customers.
But is what’s good for commerce bad for privacy? Should we worry every time we use a Google tool to search an old friend, index our computer or check out the satellite image of our in-law’s farmhouse up in the middle of the Canadian Prairie!
Most people don’t worry. Most don’t think about the fact that every keystroke we enter, even our personal computer’s IP address, is logged and stored. Big Brother Google IS watching. The same personal information used to create consumer profiles could be divulged to governments, health insurance companies or the public at large. That’s why it’s imperative that users, the media, Congress and privacy watchdogs hold Google to its “don’t be evil” philosophy.
Privacy is a definite concern. What about world domination? In The Search Battelle said Google offers “the promise of unlimited potential.” (P. 250) As a public company it’s always looking for new ways to expand. Fortunately competitors like Yahoo, Facebook, Twitter, Hulu, Bing, Yelp and many others show no signs of backing down and are actually changing the way we think of search.
Battelle has just updated his Database of Intentions concept to recognize the success of new services and the signals we’re sending now: what I buy, what I want, who I know, what I’m doing, where I am. Of course Google is using its significant power to get in on these changes, but for people who want other options, they are out there.
Should we be afraid of Google? It has proven it can change our world, in many ways for the better. I do think we should keep a close watch on it, just as it watches us.
ideacellar 