As a co-founding editor of Wired, John Battelle qualifies in my book for a nerd crush article. His book The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture
is a look at the past, present (circa 2005), and potential future of the search industry. Although he got unprecedented access to Google insiders when researching the book, it does a great job of recording the achievements of early search pioneers as well.
It starts by explaining what Battelle calls The Database of Intentions, which is a conceptual model for everything people have collectively looked for in the past when used to predict what we’d like to do next. He explains how close he thought Google was to having just that in 2001:
“Given the millions upon millions of queries streaming into its servers each hour, it seemed to me that the company was sitting on a gold mine of information. entire publishing businesses could be created from the traces of intent in such a database; in fact, Google already started its first: a beta project called Google News. Could it not also start a research and marketing company capable of telling clients exactly what people were buying, looking to buy, or avoiding?”
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