Certainly, “The Search” book is full of details which explain the most important questions of how the Internet was created and which companies are the pioneers in this business. It is very detailed; it shows a vast amount of valuable information for everyone. It explains how the average person, the professors, students, doctors and scholar make a valuable use of all the resources found online. Moreover, it shows very explicitly, how everything we do online is traced. “The Search” explains how companies target our behavior online to later target us with specific commercial or informational products. Obviously all the great services offered by the major search engines such as Google, Yahoo, MSN, or AOL, are not entirely free. They come with a price, the price of turning our privacy to those big companies. I liked the way; John Battlle explained in chapter two all the possible questions we as users might have, by using the: who, what, where, why and how much. As I said before, nothing is really for free and he proved that the major search engines have a very innovative marketing strategy to catch us. Moreover, it is interesting how the first years of Google’s creation, the CEO rejected the idea of “Media Company” in which basically compared to TV broadcast. They wanted to be named only a “Technology Company” we know that it was basically impossible to only be a technology company, we know that Google has become a media technology company, and who knows in the near future we might have a broadcast TV called Google TV Broadcast Company.
