Is Google Dying? Or Did the Web Grow Up?

Most people don’t need a history lesson to know that Google has changed; they feel it. Try searching for a product on your smartphone and you’ll see that what was once a small teal bar featuring one “sponsored link” is now a hard-to-decipher, multi-scroll slog, filled with paid-product carousels; multiple paid-link ads; the dreaded, algorithmically... See more

In theory, we crave authoritative information, but authoritative information can be dry and boring. It reads more like a government form or a textbook than a novel. The internet that many people know and love is the opposite—it is messy, chaotic, unpredictable. It is exhausting, unending, and always a little bit dangerous. It is profoundly human.

Most who use the Reddit hack are doing so for practical reasons, but it’s also a small act of protest—a way to stick it to the Search Engine Optimization and Online Ad Industrial Complex and to attempt to access a part of the internet that feels freer and more human.

“Most of the web has become too inauthentic to trust,” Brereton argued, therefore “we resort to using Google, and appending the word ‘reddit’ to the end of our queries.” Brereton cited Google Trends data that show that people are searching the word reddit on Google more than ever before.

Most people don’t want their information mediated by bloated, monopolistic, surveilling tech companies, but they also don’t want to go all the way back to a time before them. What we really want is something in between. The evolution of Google Search is unsettling because it seems to suggest that, on the internet we’ve built, there’s very little ro... See more