The Googlization Of Everything

One of the great attractions of Google is that it appears to offer so many powerful services for "free". But there is a non-monetary transaction at work between Google and its users that may not be immediately apparent. We get Web search, email and YouTube videos; Google gets our habits and predilections so it can more efficiently target its advertisements. Google knows a tremendous amount about us; we know far too little about it.

The Googlization of Everything redresses this imbalance, considering everything from Google's role as the anti-Microsoft and the diversification of its interests into books and mobile phones to life as an employee at the company. Vaidhyanathan, who has had unprecedented access to Google officials, also addresses the challenge Google poses to big media, its engagements and conflicts with countries such as China and India, and what we as consumers can and should do in the face of this remarkable company.