Troogle

Troogle

The ACCC has been very busy this week, poking the digital advertising giants, and asking Google to do a little soul searching

If good journalism does not get rewarded, if no good deed goes unpunished by Google, then the public discourse erodes and corruption goes unchecked. Google has more thinking to do.

But does Google actually have more thinking to do?

Let’s step into the DeLorean Time Machine for a moment. Google is a search engine built on the premise that popularity equates to authority: in the early days, the Google search rankings looked how many times a page was linked to by others. More links to a page were assumed to represent a more authoritative source. Knowing these rules, the players gamed the system. Google tweaked and polished their algorithms in response.

At no time, however, did Google change their core values around how search results are ranked. Truth was never part of Google’s ranking algorithm. While we may not have banked on Google becoming the gateway to our own lives, it is a surprise that we are now banging on Google’s door berating them for not representing the Truth. Or for misrepresenting the Truth.

Truth has little bearing when popularity is the game being played. Survival in High School. World Politics. VC funding of tech startups. Being CEO. Our lives are founded on complex systems that follow the rules of popularity much more than the rules of Truth. Goggle is simply providing a window into the lives we actually live.

Idea of the day: If we want to change the information flow into our cerebral cortex, we should be looking at creating a gateway that is based on Truth, rather than popularity. Troogle: the world needs you mate.

AFR, 12 December 2018

Economies of Fail

Economies of Fail

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