Nicholas Carr's The Omnigoogle is worth the 5 minutes it will take you to read in full. It concludes:
"God or Satan? When you control the economic chokepoint of a digital economy and have complements [that is, subsidiary services that do not cost you much to provide, and which complement your primary business] everywhere you look, it can be difficult to distinguish between when you're doing good (giving the people what they want) and when you're doing bad (squelching competition). Both Google and Microsoft have a history of explaining their expansion into new business areas by saying that they're just serving the interests of "the users." And there's usually a good deal of truth to that explanation - though it's rarely the whole truth.
Google differs from Microsoft in at least one very important way. The ends that Microsoft has pursued are commercial ends. It's been in it for the money. Google, by contrast, has a strong messianic bent. The Omnigoogle is not just out to make oodles of money; it's on a crusade - to liberate information for the masses - and is convinced of its righteousness in pursuing its cause. Depending on your point of view as you look forward to the next ten years, you'll find that either comforting or not."
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