Advertising always corrupts the goal of the search engine, which is to try to give you the most important stuff, not the stuff someone paid there to be there.

Starting with radio, starting with television, we got used to this idea of stuff being free as long as you just watch a few ads.

We already have our phones, but other wearables, and those technologies are going to want to know when you're deciding things and then offer some kind of input subtle or less so on that moment.

The Holy Grail of advertising has always been advertisement that people want to watch, which occasionally happens. You know, the Super Bowl, people sit there and watch the advertisements. Some print advertising is very beautiful.

The case for industry breakups comes from Thomas Jefferson's idea that occasional revolutions are important to the health of any system. As he wrote in 1787, “a little rebellion every now and then is a good thing, and as necessary in the political world as storms in the physical one.

I am the most concerned that we end up in a situation where your - everything is known about you and so therefore, not only Google, but Google, Facebook, Twitter - the whole set of companies - essentially knows all your weaknesses and therefore how to manipulate you in subtle ways in order to have you do things you might not otherwise do.

I think, year in, year out, Google is starting to get worse instead of better. I think this is happening to a lot of the web companies, is as their demand to increase the payload they deliver in ads increases, they end up degrading and corrupting their own services. And you can see it with Google Maps, you can see it with Google Directions, where somehow Uber is, you know, always one of the options. And it's becoming exactly what they said was what they never wanted, which is a pay-for service where the highest bidder gets the best results.