William Gibson has an brilliant op-ed in the NYT about our inability to make sense of an entity like Google. “Google is not ours. Which feels confusing…,” he says. Exactly.
But then I think Gibson misidentifies the cause of the confusion. He continues: “Which feels confusing, because we are its unpaid content-providers, in one way or another.” He says our “every search” is “a miniscule contribution.” But, that’s not why were confused. I’d venture that very few people realize that Google uses our searches to refine future results. And if they did know, I doubt they’d care. Who would expect to be paid for that, any more than we expect any company to pay us for learning from its logs?
The confusion many of us feel about Google is based on a different problem with the “ours.” Yes, “Google is not ours,” as Gibson says. But why on earth would we think that it is? Do we think GM is ours? Ok, bad example, but you know what I mean. It seems to me (i.e., Im guessing and generalizing) that we think confusedly that Google is ours both because as Gibson says it is such an important part of our shared ecosystem and because Google has presented itself as being so consistently on the side of its users.
This started right from the first day Google went on line with a search page that had nothing on it except its logo, a search box, and two buttons. There is nothing on that page that is not there to help users. That search page has become one of the most valuable pieces of “real estate” on the Web, and just about every marketer on the planet would be selling off pieces of it to advertisers. Google did not. This design aesthetic embodies a cultural aesthetic and an ethics that has been relentlessly pro-user. (Craigslist, too. Wikipedia, of course. And many, many sites down the Long Tail.)
Yes, of course many Google pages run ads, which is not something users have asked for or would ask for. Even so, Google has strictly limited the permitted obnoxiousness of ads, a policy that — given Google’s need to make a living — comes across as being on the user’s side. Google sells us to advertisers, but it controls the worst predatory urges of those advertisers.
So, whats confusing about Google is that it feels so much like it is ours — for us, like us, of us. it is not just another entity in our ecology but is an important enabler of it. But, we also know that it’s a corporation out to make money. We don’t know how to make sense of this so long as we hold both sides of what, traditionally, would be a paradox. As Gibson says, we have not seen its like before.
The confusing part reflects the hope: Perhaps in this new world were building for one another on line, we can get past the age-old assumed alienation of business from customer. The Net is ours. We built it for ourselves and for one another. We’ve done so using collaborative techniques few would have predicted would have worked. The Net is ours profoundly. Google has seemed to be the one BigCo that genuinely understands that — understands it beyond a mere alignment of interests dayenu!, understands the depth and importance of the way in which the Net is ours.
So, when Google acts in a way that seems to benefit itself but not us — arguably in its initial proposed Google Books settlement and the Googizon proposal — the violence of the shock measures the depth of our belief that Google is ours — for us, like us, of us. If even Google is not ours, is there then no hope that this time, in this new world, we can get past the structural antagonisms and distrust that have characterized the old world of our economy and culture?
Categories:
business,
culture,
net neutrality Tagged with:
googizon •
google •
william gibson Date: September 2nd, 2010
dw