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Customer Review

50 of 55 people found the following review helpful
3.0 out of 5 stars Interesting in Parts, But Reads Too Much Like A Corporate Dossier, November 23, 2009
This review is from: Googled: The End of the World As We Know It (Hardcover)
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Without a doubt, this book is thoroughly and expertly researched.

However, it took me numerous ambivalent weeks to read it (BTW, it is not at all unusual for me to read 3 books at once and be finished with them all in two days and I am most positively interested in technology). Unfortunately, this one didn't "grab" me like I thought it would, given its topic: the most brazen, upstart Corporation in the History of the Universe. The Anti-Microsoft. What I call "The God Box," otherwise known as Google.

Although I can say I learned a lot I didn't know before (like the incredible level to which we have all been contributing personal data streams to cable, satellite, internet, and phone companies for YEARS and the commercial value of this information and the fact that My Favorite NerdHero, Jeff Bezos, is one of the original angel investors in Google AND that Amazon's search technology is based on an offshoot of Google's), it felt like those nuggets of wisdom were buried in a lot of unnecessary background noise.

I think if you personally knew some of the people covered in this book, you would find it more engaging than I did. For me, the first 2/5ths of the book read like a corporate dossier, reciting the degrees and digital pedigrees of individual employees and associated boardmembers, etc.

What I really wanted to read about was what the title promised: how Google transformed the world and how it would build it anew. I also hoped it would delve into how Google might be addressing the problem of Search Engine Optimizers who are gaming Google's algorithm and degrading the quality of search results.

I HATE to criticize a talented writer who has obviously poured so much effort into a project, but this book just fell short on delivery of its promised "sizzle," for my tastes.
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Showing 1-2 of 2 posts in this discussion
Initial post: Nov 14, 2010 5:51:42 PM PST
l. candry says:
I agree with the reading experience. It took weeks and was not particularly engaging.

Posted on Mar 27, 2011 3:18:36 PM PDT
Last edited by the author on Mar 27, 2011 3:19:14 PM PDT
The Googlization of Everything: (And Why We Should Worry)

Maybe this book (see link above) provides more insight into the future impact of Googlization. I haven't read it yet - just bought today. The author in an interview with Book TV (booktv.org), mentioned the Auletta book as good to learn about the beginnings of the company - but apparently not much else (my comment here).
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