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Daniel Soar: You can’t get away from Google

6 October 2011
The Googlisation of Everything (and Why We Should Worry) 
by Siva Vaidhyanathan.
California, 265 pp., £18.95, March 2011, 978 0 520 25882 2
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In the Plex: How Google Thinks, Works and Shapes Our Lives 
by Steven Levy.
Simon and Schuster, 424 pp., £18.99, May 2011, 978 1 4165 9658 5
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I’m Feeling Lucky: The Confessions of Google Employee Number 59 
by Douglas Edwards.
Allen Lane, 416 pp., £20, July 2011, 978 1 84614 512 4
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... based on the assumption that if Google is gathering all this information then it must be doing so in order to sell it: it is a profit-making company, after all. ‘We are not Google’s customers,’ SivaVaidhyanathan writes in The Googlisation of Everything. ‘We are its product. We – our fancies, fetishes, predilections and preferences – are what Google sells to advertisers.’ Vaidhyanathan ...

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