I've recently written on Google and my belief that they leverage, not to mention create, market ineffeciencies for their gain. That lead me to conclude that Google's "Do No Evil" might warrant a change to "No Mercy."
Recent data from speaking to publishers and advertisers leads me to believe that their main mission - "To organize the world's information..." should be "To control the world's information." They are the new gatekeeper, one whose natural search and paid search algorithms' opacity allows them to determine what is truly relevant. It's a marketplace to a point, except that those spending on it and those trying profit from it, i.e. the advertisers and publishes, are kept in the dark.
Whether Google is doing this is purely speculative and borderline conspiracy theory. What is true is that the tipping point of not using Google is here and soon that point will be reached with respect to commerce online. This is really rough idea that I will hopefully work into a more formal article.
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