In years past, major powers struggled to win the hearts and minds of people by maneuvering in what Kipling called "the great game." The new great game is playing out not as geopolitical intrigue, but in a egalitarian dance that transcends borders and is reshaping social reality, says John Battelle in his new book The Search.
The Search is an excellent book, with something for everyone. Apart from a comprehensive history of the industry, the sections dedicated to the business aspects of search are instructive for anyone wondering exactly how search engines make money.
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