Googled by Ken Auletta

Contrast between Page/Brin and Mel Karmazin on whether advertising should be efficient. Karmazin wants advertising ti be inefficient so that he can sell more ads at higher prices. Page and Brin "fuck with the magic"

Many books have been written about Google, even though we’re all pretty familiar with the company to begin with, but what makes Ken Auletta’s Googled interesting is that it’s a history of the company as told by the incumbent sociopaths. These are the people Auletta has spent his life covering: the media moguls who tried to acquire and conquer their own empires of content and delivery. And to them what’s most shocking and galling about Google’s incredibly rapid rise is that instead of being engineered by a fellow sociopath, it was largely done by normal, decent people plainly applying the forces of new technology.