I think that's been really the key, the idea of trying to harness social capital for selling purposes. That we've let this happen so easily without clearly getting something in exchange is kind of amazing to me.
Tim WuHitler had this understanding that you speak to people's deepest, darkest emotions and give them voice that can be incredibly effective.
Tim WuGoogle has - at least at this point - maintained the line where it keeps organic results separate from the advertisements. But over time - so in other words, you still get the - there still are honest to goodness results which are based on an algorithm which is based on how important or how many people link to that particular site, so there's that. At the very beginning, there were unobtrusive advertisements on the side that sort of showed up when you typed in certain phrases. Over time, the amount of real estate that those ads take up has increased.
Tim Wu