April 10, 2018--Up Next, Google

Though Google is more diversified than Facebook (they have a significant cloud business, are deeply involved in self-driving vehicles, smartphones, YouTube, and Blogger, which I use), by far most of their income derives from their original and still core business--as an Internet search engine.

For the latter, users have access to it for "free." Not unlike Facebook.

I put free in quotation marks because as with Facebook there is a hidden cost associated with using Google's search software. 

In exchange for information (I just used Google to search for the other ventures in which they are invested) they charge no fees but get paid by the reams of personal data we so willingly and unthinkably give them access to. 

They in turn sell that data, that big data, to advertisers and others who in turn design and pass along to us unsolicited, tightly personalized, targeted ads.

In this way, for this enormous, global, lucrative segment of their business Google is not so different than Facebook. 

And thus it would be no surprise to find them before long in the same humiliating circumstance as Facebook. Snared or hoisted with  their own petard. 

(Google, as I just did, to find where Shakespeare makes reference to being hoisted with one's own petard.)

Expect that Trump (as his people did with Cambridge Analytica), or, who knows, Hillary or Bernie, had one of their marketing intermediaries purchase demographic and psychographic data from Google that was for good or ill useful in their campaigns.

Most of us haven't been paying attention to what else was going on with our favorite social media or e-commerce sites as we searched and shopped. But now the genie is out of the bottle, Mark Zuckerberg is about to appear before Congress, and most of us would be reluctant to stop using Facebook or Google or Amazon.  

I do not see myself giving up these any time soon much less back shopping in the mall or looking up anything in the Encyclopedia Britannica. I'm addicted.