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Chapter 1
The Database of Intentions
The hbrary of Alexandria was the first time humanity attempted to bring the sum total of human knowledge together in one place at one time. Our latest attempt? Google. —Brewster Kahle, entrepreneur and founder, the Internet Archive
Everyone their own Boswell.
—Geoffrey C. Bowker, Department of Communication, University of California, San Diego
y the fall of 2001, the Internet industry was in full retreat. Hundreds of once promising start-ups—mine among them—lay smoldering in bankruptcy. The dreams of Internet riches, of changing the world of business and reshaping our culture in the process, dreams celebrated in magazine cover stories and television specials and unheard-of stock market valuations, well, those dreams were stone-cold dead.
Still smarting from the loss of my own Internet business^ and wondering whether the Internet story could ever pick itself up off the ground, I stumbled across a link to the first edition of Google Zeitgeist. Zeitgeist is a clever public relations tool that summarizes search