Google is the world's greatest producer of computers. For a company that wants us all in the cloud and builds its phenomenal fortune and success on algorithms and esoteric maths, it has become a very worldly corporation.
One of many fascinating facts emerging from Steven Levy's book - vital reading for anyone who uses a Google product which, if the great monopolists have anything to do with it, will be everyone shortly.
The book falls into two parts. The first witnesses the bright and breezy deconstruction of business norms as two Rollerblading geniuses Sergey Brin and Larry Page, with limited resources but unlimited ambition, turn the world upside down with a hippie vibe and an obsession for finding you the right answer.
Meanwhile, they treat their staff like royalty and plot (Virgin-like) the break-up of traditional industries such as phones, TV, office computers with the simple trick of giving it all away free.
In the second part, the plucky little Davids become the Goliath and their mantra "Don't be evil" develops a tainted odour.
Steven Levy gives a compulsive and comprehensive survey of the history while not revealing too much about the enigmatic Brin and Page.
He has rare access to the Plex (Google's offices) and this book has the feel of an insider's account - although he pays a heavy price.
While he's happy to lay bare Google's missteps (China, books, social networking) he is happier as an apologist.
If Page is such an insightful genius and champion of openness, for example, how come he is always portrayed as bemused and hurt when the secretive plunder of people's privacy causes rancour.
Sympathy wanes as Google amasses its billions and persuades itself to compromise its principles.
However, wonder at the brilliance and ambition remains undimmed.
– From June 2011
