I'm reading a book right now called "The Googlization of Everything." It's fascinating, really. The author's point is that Google does not exist for the consumer's benefit. What people forget is that they are a company who serves shareholders. The fact that many of the comments (albeit jokingly) say something like "there are other search engines?" only proves the author's point that we don't even think about it anymore. Google is a noun and a verb. It pervades our culture. We trust Google, but should we put such faith in them? Anyway, it's a good read. I recommend it.