66 five billion songs: five billion songs: Apple press release, June 2008. Apple press release, June 2008.66 ten million entries: ten million entries: Google search of Wikipedia. Google search of Wikipedia.67 Don't settle: Don't settle: Larry Page speech at Stanford University, May 1, 2002, available via a link on Page's Wikipedia page. Larry Page speech at Stanford University, May 1, 2002, available via a link on Page's Wikipedia page.67 "the real turning point": "the real turning point": author interview with Craig Silverstein, April 14, 2008. author interview with Craig Silverstein, April 14, 2008.67 one senior engineer "had 130 direct reports": one senior engineer "had 130 direct reports": author interview with Eric Schmidt, April 16, 2008. author interview with Eric Schmidt, April 16, 2008.67 Doerr ... thought his friend Eric Schmidt might be a perfect fit: Doerr ... thought his friend Eric Schmidt might be a perfect fit: author interview with John Doerr, September 18, 2008. author interview with John Doerr, September 18, 2008.67 Brin had called Schmidt: Brin had called Schmidt: author interview with Eric Schmidt, April 16, 2008, and June 11, 2008. author interview with Eric Schmidt, April 16, 2008, and June 11, 2008.68 "They started going at it": "They started going at it": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.68 Schmidt was born: Schmidt was born: author interview with Eric Schmidt, June 11, 2008. author interview with Eric Schmidt, June 11, 2008.70 Schmidt was paid Schmidt was paid a a salary of $250,000: salary of $250,000: Google's Form S-1 IPO Registration, August 18, 2004. Google's Form S-1 IPO Registration, August 18, 2004.70 The "three of them must agree": The "three of them must agree": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.70 "Eric doesn't have a huge ego": "Eric doesn't have a huge ego": Stewart Alsop, quoted in Stewart Alsop, quoted in Search, Search, John Battelle. John Battelle.70 "I think it's inappropriate to comment": "I think it's inappropriate to comment": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.70 Instead of wearing: Instead of wearing: author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.71 "They became office mates": "They became office mates": author interview with Rajeev Motwani, October 12, 2007. author interview with Rajeev Motwani, October 12, 2007.71 "He found a way": "He found a way": author interview with Omid Kordestani, April 14, 2008. author interview with Omid Kordestani, April 14, 2008.71 "had outgrown its usefulness": "had outgrown its usefulness": author interview with Craig Silverstein, September 17, 2007. author interview with Craig Silverstein, September 17, 2007.71 "Larry is shy ... Sergey did all the talking": "Larry is shy ... Sergey did all the talking": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.72 "In exchange for sitting down with me": "In exchange for sitting down with me": Search, Search, John Battelle. John Battelle.72 Schmidt became Google's "catcher": Schmidt became Google's "catcher": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.72 "I don't know what a catcher does": "I don't know what a catcher does": author interview with Sergey Brin, September 18, 2008. author interview with Sergey Brin, September 18, 2008.72 "He made us better understand": "He made us better understand": author interview with Marissa Mayer, November 4, 2008. author interview with Marissa Mayer, November 4, 2008.73 "I'll call you Monday morning": "I'll call you Monday morning": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.73 He kept Page and Brin "focused": He kept Page and Brin "focused": author interview with Paul Buchheit, June 9, 2008. author interview with Paul Buchheit, June 9, 2008.73 Semel's arrival aroused the righteous anger: Semel's arrival aroused the righteous anger: Richard Siklos, "When Terry Met Jerry Yahoo," Richard Siklos, "When Terry Met Jerry Yahoo," New York Times, New York Times, January 29, 2006. January 29, 2006.73 "Terry brought two things": "Terry brought two things": author interview with Bobby Kotick, August 17, 2008. author interview with Bobby Kotick, August 17, 2008.74 "Semel did not know": "Semel did not know": author interview with Ron Conway March 25, 2008. author interview with Ron Conway March 25, 2008.74 "Help me with something" ... "they did not want to sell": "Help me with something" ... "they did not want to sell": author interview with Terry Semel, July 10, 2008; confirmed by author interview with Eric Schmidt, March 26, 2008. author interview with Terry Semel, July 10, 2008; confirmed by author interview with Eric Schmidt, March 26, 2008.75 "Don't be evil" : "Don't be evil" : author interviews with Paul Buchheit, June 9, 2008, and David Krane, November 3, 2008; author interviews with Paul Buchheit, June 9, 2008, and David Krane, November 3, 2008; Search, Search, John Battelle. John Battelle.75 "Do you think Hitler thought he was evil?": "Do you think Hitler thought he was evil?": author interview with Andy Grove, August 20, 2007. author interview with Andy Grove, August 20, 2007.76 "Most people who worked with me": "Most people who worked with me": author interview with Eric Schmidt, June 11, 2008. author interview with Eric Schmidt, June 11, 2008.76 "In all the years": "In all the years": author interview with John Doerr, September 18, 2008. author interview with John Doerr, September 18, 2008.76 "He had a slow start": "He had a slow start": author interview with Ram Shriram, September 16, 2008. author interview with Ram Shriram, September 16, 2008.77 a superb 2008 Fortune magazine piece: a superb 2008 Fortune magazine piece: Jennifer Reingold, Jennifer Reingold, Fortune, Fortune, July 21, 2008. July 21, 2008.77 Doerr discusses Campbell: Doerr discusses Campbell: author interview with John Doerr, September 18, 2008. author interview with John Doerr, September 18, 2008.78 a rare 2007 interview: Lenny T. Mendonca and Kevin D. Sneader, "Coaching Innovation: An Interview with Intuit's Bill Campbell," Lenny T. Mendonca and Kevin D. Sneader, "Coaching Innovation: An Interview with Intuit's Bill Campbell," McKinsey Quarterly, McKinsey Quarterly, 2007. 2007.78 "Bill's contribution": "Bill's contribution": author interview with Michael Moritz, August 23, 2007. author interview with Michael Moritz, August 23, 2007.78 "were both impatient": "were both impatient": author interview with Ram Shriram, September 16, 2008. author interview with Ram Shriram, September 16, 2008.79 "I would sit with Larry": "I would sit with Larry": author interview with Bill Campbell, March 26, 2008. author interview with Bill Campbell, March 26, 2008.79 "Sometimes when you are in a big and complex organization": "Sometimes when you are in a big and complex organization": author interview with Bill Campbell, March 26, 2008. author interview with Bill Campbell, March 26, 2008.79 Likens Campbell to "a shrink" and "Bill took me under his wing": Likens Campbell to "a shrink" and "Bill took me under his wing": author interview with Eric Schmidt, October 8, 2007. author interview with Eric Schmidt, October 8, 2007.79 "he has the unique ability": "he has the unique ability": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.79 "especially high EQ": "especially high EQ": author interviews with Sergey Brin, September 18, 2008, and March 26, 2008. author interviews with Sergey Brin, September 18, 2008, and March 26, 2008.80 "He's closer to us than the board": "He's closer to us than the board": author interview with David Krane, April 18, 2008. author interview with David Krane, April 18, 2008.80 management "is a maratbon": management "is a maratbon": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.80 "This isfamily forme "This isfamily forme ... ... changing the world": changing the world": author interview with Bill Campbell, October 8, 2007. author interview with Bill Campbell, October 8, 2007.81 To better understand Bill Campbell To better understand Bill Campbell Jr.: Jr.: author interview with Bill Campbell, March 26, 2008. author interview with Bill Campbell, March 26, 2008.81 "I really felt like I committed": "I really felt like I committed": author interviews with Bill Campbell, June 11, 2008, September 16, 2008, and November 6, 2008, where he discusses his philosophy and biography. author interviews with Bill Campbell, June 11, 2008, September 16, 2008, and November 6, 2008, where he discusses his philosophy and biography.83 Although Jobs ... Scully changed his mind: Although Jobs ... Scully changed his mind: Jennfier Reingold interview with John Scully in Jennfier Reingold interview with John Scully in Fortune, Fortune, July 21, 2008. July 21, 2008.84 "He's been incredibly important in the valley": "He's been incredibly important in the valley": author interview with Marc Andreessen, September 15, 2008. author interview with Marc Andreessen, September 15, 2008.85 one of Schmidt's initial targets ... "all things take care of themselves": one of Schmidt's initial targets ... "all things take care of themselves": author interviews with Sheryl Sandberg, September 10, 2007, and September 18, 2008. author interviews with Sheryl Sandberg, September 10, 2007, and September 18, 2008.87 "Before Sheryl arrived": "Before Sheryl arrived": author interview with Mary Meeker, January 23, 2009. author interview with Mary Meeker, January 23, 2009.87 Advertising ... had not been viewed "as a priority": Advertising ... had not been viewed "as a priority": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.87 offered five million dollars: offered five million dollars: author interview with Matt Cutts, August 20, 2007. author interview with Matt Cutts, August 20, 2007.88 "Google was really trying": "Google was really trying": author interview with Benjamin A. Schachter, February 15, 2008. author interview with Benjamin A. Schachter, February 15, 2008.88 the effort at Sandberg was now working on: the effort at Sandberg was now working on: author interview with Sheryl Sandberg, October 11, 2007. author interview with Sheryl Sandberg, October 11, 2007.88 What Google was quietly exploring ... monitorthe results online: What Google was quietly exploring ... monitorthe results online: author interviews with Salar Kamangar, March 27, 2008; Marissa Mayer, March 25, 2008; Susan Wojcicki, April 16, 2008; Hal Varian, March 27, 2008; and Sheryl Sandberg, September 18, 2008. author interviews with Salar Kamangar, March 27, 2008; Marissa Mayer, March 25, 2008; Susan Wojcicki, April 16, 2008; Hal Varian, March 27, 2008; and Sheryl Sandberg, September 18, 2008.90 Israeli entrepreneur Yossi Vardi : Israeli entrepreneur Yossi Vardi : author interview with Sergey Brin, September 18, 2008; Brin interview, author interview with Sergey Brin, September 18, 2008; Brin interview, Haaretz.com, June 2, 2008.90 "AdWords is brilliant": "AdWords is brilliant": author interview with Nathan Myhrvold, March 28, 2008. author interview with Nathan Myhrvold, March 28, 2008.91 The effort was led and architected by Susan Wojcicki: The effort was led and architected by Susan Wojcicki: author interview with Susan Wojcicki, April 16, 2008. author interview with Susan Wojcicki, April 16, 2008.91 "basically turned the Web into a giant Google billboard": "basically turned the Web into a giant Google billboard": Danny Sullivan, quoted by Jefferson Graham, "The House That Helped Build Google," Danny Sullivan, quoted by Jefferson Graham, "The House That Helped Build Google," USA Today, USA Today, July 5, 2007. July 5, 2007.9I "He and an engineer" ... "You see why I work with these people": "He and an engineer" ... "You see why I work with these people": author interview with Eric Schmidt, September 12, 2007. author interview with Eric Schmidt, September 12, 2007.91 a marketing budget of two hundred thousand dollars: a marketing budget of two hundred thousand dollars: author interview with Susan Wojcicki, April 16, 2008. author interview with Susan Wojcicki, April 16, 2008.92 "probably was an accident": "probably was an accident": Larry Page lecture at Stanford University May 1, 2002. Larry Page lecture at Stanford University May 1, 2002.92 "It changed the way content providers think": "It changed the way content providers think": author interview with Susan Wojcicki, April 16, 2008. author interview with Susan Wojcicki, April 16, 2008.92 $7 million: $7 million: Google's Form S-1 filed with the SEC, August 18, 2004. Google's Form S-1 filed with the SEC, August 18, 2004.92 "Now we could fund": "Now we could fund": author interview with Urs Holzle, September 10, 2007. author interview with Urs Holzle, September 10, 2007.

CHAPTER 5 Innocence or Arrogance? (2002-2003).

94 "Google would be a defining company": "Google would be a defining company": author interview with Eric Schmidt, September 17, 2007. author interview with Eric Schmidt, September 17, 2007.94 "If we solve search": Larry Page speech to Stanford University's 2002 cla.s.s, available via a link on Page's Wikipedia page. Larry Page speech to Stanford University's 2002 cla.s.s, available via a link on Page's Wikipedia page.95 "No one knew who Google was": "No one knew who Google was": author interview with Lynda Clarizio, June 4, 2008. author interview with Lynda Clarizio, June 4, 2008.95 "I want us to bid to win": "I want us to bid to win": author interview with Susan Wojcicki, April 16, 2008. author interview with Susan Wojcicki, April 16, 2008.95 "We could have gone bankrupt": "We could have gone bankrupt": author interview with Sergey Brin, September 18, 2008. author interview with Sergey Brin, September 18, 2008.95 "Overture offered more money": "Overture offered more money": author interview with Robert Pittman, February 29, 2008. author interview with Robert Pittman, February 29, 2008.95 "Every time you did a search": "Every time you did a search": author interview with Nick Grouf, February 15, 2008. author interview with Nick Grouf, February 15, 2008.95 "affected how we thought": "affected how we thought": author interview with Tim Armstrong, February 28, 2008. author interview with Tim Armstrong, February 28, 2008.95 "What are you going to do": "What are you going to do": author interview with Eric Schmidt, September 17, 2007. author interview with Eric Schmidt, September 17, 2007.96 a "super librarian": a "super librarian": Larry Page speech at a press lunch prior to Google's annual shareholder meeting, attended by author, May 10, 2007. Larry Page speech at a press lunch prior to Google's annual shareholder meeting, attended by author, May 10, 2007.96 "We call up Al Gore" : "We call up Al Gore" : author interview with Eric Schmidt, September 17, 2007. author interview with Eric Schmidt, September 17, 2007.96 "I "I sampled college students": sampled college students": author interview with Dan Clancy and Adam Smith, September 11, 2007. author interview with Dan Clancy and Adam Smith, September 11, 2007.96 "If we had done "If we had done that": that": author interview with Sergey Brin, March 26, 2008. author interview with Sergey Brin, March 26, 2008.97 "We overlap a lot": "We overlap a lot": author interview with Sergey Brin, October 11, 2007. author interview with Sergey Brin, October 11, 2007.97 "He is also a princ.i.p.al proponent": "He is also a princ.i.p.al proponent": author interview with Laszlo Bock, March 24, 2008. author interview with Laszlo Bock, March 24, 2008.97 "on the user end experience": "on the user end experience": author interview with Bill Campbell, October 8, 2007. author interview with Bill Campbell, October 8, 2007.97 "brings more of an operational focus": "brings more of an operational focus": author interview with Craig Silverstein, September 17, 2007. author interview with Craig Silverstein, September 17, 2007.97 "We're pretty lucky": "We're pretty lucky": author interview with Sergey Brin, October 11, 2007. author interview with Sergey Brin, October 11, 2007.97 "What both bring": "What both bring": author interview with Nick Fox, September 11, 2007. author interview with Nick Fox, September 11, 2007.98 Brin was introduced ... "She was a clear hire": Brin was introduced ... "She was a clear hire": author interview with David Drummond, March 25, 2008, and with Sergey Brin, March 26, 2008. author interview with David Drummond, March 25, 2008, and with Sergey Brin, March 26, 2008.98 "Amid the surreal oddity of it": "Amid the surreal oddity of it": e-mail exchange between the author and Alissa Lee, March 20, 2009. e-mail exchange between the author and Alissa Lee, March 20, 2009.98 buying a Boeing 767: buying a Boeing 767: author interview with John Doerr, September 18, 2008. author interview with John Doerr, September 18, 2008.100 "huge debate over Gmail": "huge debate over Gmail": author interview with Terry Winograd, September 25, 2007. author interview with Terry Winograd, September 25, 2007.100 "an unprecedented invasion says Electronic Privacy group" : "an unprecedented invasion says Electronic Privacy group" : ZDNet, May 4, 2004. ZDNet, May 4, 2004.100 "broaden horizons": "broaden horizons": author interview with Krishna Bharat, September 12, 2007. author interview with Krishna Bharat, September 12, 2007.101 "making copies and taking pieces": "making copies and taking pieces": author interview with Jim Kennedy February 21, 2008. author interview with Jim Kennedy February 21, 2008.101 "there is nothing naive about these guys": "there is nothing naive about these guys": author interview with the AP's Tom Curley February 21, 2008. author interview with the AP's Tom Curley February 21, 2008.102. "This is a company": "This is a company": author interview with Eric Schmidt, March 26, 2008. author interview with Eric Schmidt, March 26, 2008.102. "Google is driven by engineers": "Google is driven by engineers": author interview with Gordon Crovitz, April 27, 2007. author interview with Gordon Crovitz, April 27, 2007.102 "Larry and Sergey didn't like management": "Larry and Sergey didn't like management": author interview with Eric Schmidt, April 16, 2008. author interview with Eric Schmidt, April 16, 2008.103 "The biggest milestone": "The biggest milestone": author interview with John Doerr, September 18, 2008. author interview with John Doerr, September 18, 2008.104 Google's employee roster: Google's employee roster: IPO filing, August 2004. IPO filing, August 2004.104 Its Its new campus: new campus: Google form 10-K, filed with the SEC for end of fiscal 2007. Google form 10-K, filed with the SEC for end of fiscal 2007.

CHAPTER 6:Google Goes Public (2004).

105 To grow, Google needed to investment capital: To grow, Google needed to investment capital: author interview with Eric Schmidt, October 8, 2007. author interview with Eric Schmidt, October 8, 2007.105 An excellent account of the process Google followed in devising its IPO can be found in Vise and Malseed's Google Google Story. Story.106 "It seemed to me vaguely undemocratic": "It seemed to me vaguely undemocratic": author interview with John Doerr, September 18, 2008. author interview with John Doerr, September 18, 2008.106 "I didn't want to take a position": didn't want to take a position": author interview with Ram Shriram, September 16, 2008. author interview with Ram Shriram, September 16, 2008.106 consulting with Barry Diller: consulting with Barry Diller: author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.106 'A Letter from the Founders" 'A Letter from the Founders" contained in Google's S-1 Registration Statement with the SEC, August 2004. contained in Google's S-1 Registration Statement with the SEC, August 2004.107 "We were concerned": "We were concerned": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.107 "Holy "Holy s.h.i.t": s.h.i.t": author interview with David Krane, November 4, 2008. author interview with David Krane, November 4, 2008.108 "Will it break one hundred dollars?": "Will it break one hundred dollars?": author interview with Marissa Mayer, November 4, 2008. author interview with Marissa Mayer, November 4, 2008.108 The stock reached $108.31 ... to its employees: The stock reached $108.31 ... to its employees: SEC Form S-1, August 2004. SEC Form S-1, August 2004.109 Even Bonnie Brown: Even Bonnie Brown: Stefanie Olsen, CNET News, January 23, 2008. Stefanie Olsen, CNET News, January 23, 2008.110 "We began as a technology company": "We began as a technology company": Google IPO, SEC form 3-1, August 2004. Google IPO, SEC form 3-1, August 2004.110 two hundred million dollars in 2003: two hundred million dollars in 2003: author interview with Benjamin Schachter, February 15, 2008. author interview with Benjamin Schachter, February 15, 2008.110 "In a second": "In a second": author interview with Matt Cutts, March 26, 2008. author interview with Matt Cutts, March 26, 2008.111 "suggests that while Microsoft": "suggests that while Microsoft": John Markoff, "Why Google Is Peering Out, at Microsoft," John Markoff, "Why Google Is Peering Out, at Microsoft," New York Times, New York Times, May 3, 2004. May 3, 2004.111"we believe that our user focus": Google IPO, August 2004. Google IPO, August 2004.112 "Being less experienced": "Being less experienced": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.112. "A lot of it is common sense": "A lot of it is common sense": author interview with Sergey Brin, September 18, 2008. author interview with Sergey Brin, September 18, 2008.112 "They wanted to replicate the Stanford culture": "They wanted to replicate the Stanford culture": author interview with Ram Shriram, June 12, 2008. author interview with Ram Shriram, June 12, 2008.112 "They predicted things that did not make sense to me": "They predicted things that did not make sense to me": author interview with Urs Holzle, September 10, 2007. author interview with Urs Holzle, September 10, 2007.112 "Their clear, coherent point of view": "Their clear, coherent point of view": author interview with Terry Winograd, September 25, 2007. author interview with Terry Winograd, September 25, 2007.112"The number of times they made me change my opinion": author interview with Rajeev Motwani, October 12, 2007. author interview with Rajeev Motwani, October 12, 2007.113 the construct framed by Eric Steven Raymond: the construct framed by Eric Steven Raymond: Eric Steven Raymond, "The Cathedral and the Bazaar," found at Eric Steven Raymond, "The Cathedral and the Bazaar," found at http:/wwwcatb.org/-esr/writings/cathedral-bazaar/.113 Page and Brin actually have more experience: Page and Brin actually have more experience: author interview with Eric Schmidt, September 12, 2007. author interview with Eric Schmidt, September 12, 2007.113 "quintessential Montessori kids": "quintessential Montessori kids": author interview with Marissa Mayer, August 21, 2007. author interview with Marissa Mayer, August 21, 2007.114 "question everything": "question everything": Larry Page speech at University of Michigan, 2005. Larry Page speech at University of Michigan, 2005.114 "There's kind of "There's kind of a a strength in the duo": strength in the duo": author interview with Bill Campbell, October 8, 2007. author interview with Bill Campbell, October 8, 2007.114 "We agree eighty to ninety percent of the time": "We agree eighty to ninety percent of the time": author interview with Sergey Brin, March 26, 2008. author interview with Sergey Brin, March 26, 2008.114 "If we both feel the same way ... we're probably right": "If we both feel the same way ... we're probably right": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.114 strength "to be different": strength "to be different": author interview with Susan Wojcicki, September 10, 2007. author interview with Susan Wojcicki, September 10, 2007.114 "having a mental sparring partner": "having a mental sparring partner": author interview with Jen Fitzpatrick, September 12, 2007. author interview with Jen Fitzpatrick, September 12, 2007.114 "Having the two of them being completely in sync": "Having the two of them being completely in sync": author interview with Omid Kordestani, September 12, 2007. author interview with Omid Kordestani, September 12, 2007.114 "to force a conversation": "to force a conversation": author interview with Eric Schmidt, September 12, 2007. author interview with Eric Schmidt, September 12, 2007.115 "Some companies would be worried": "Some companies would be worried": author interview with Sheryl Sandberg, October 11, 2007. author interview with Sheryl Sandberg, October 11, 2007.115 "people saw values we believed in": "people saw values we believed in": author interview with Craig Newmark, January 11, 2008. author interview with Craig Newmark, January 11, 2008.115 the reason the troika "works is that whoever you go to": the reason the troika "works is that whoever you go to": author interview with Sheryl Sandberg, October 11, 2007. author interview with Sheryl Sandberg, October 11, 2007.116 "Eric is the leader for the company": "Eric is the leader for the company": author interview with Sergey Brin, October 11, 2007. author interview with Sergey Brin, October 11, 2007.116 "I can't imagine": "I can't imagine": author interview with Bill Campbell, October 8, 2007. author interview with Bill Campbell, October 8, 2007.116 "A balanced appreciation": "A balanced appreciation": author interview with Dan Rosensweig, February 27, 2008. author interview with Dan Rosensweig, February 27, 2008.116 "It borders on insulting": "It borders on insulting": author interview with Elliot Schrage, October 12, 2007. author interview with Elliot Schrage, October 12, 2007.116 "catcher": "catcher": author interviews with Eric Schmidt, September 12, 2007, and October 9, 2007. author interviews with Eric Schmidt, September 12, 2007, and October 9, 2007.116 At the press lunch: At the press lunch: post-Zeitgeist lunch attended by author, October 11, 2007. post-Zeitgeist lunch attended by author, October 11, 2007.117 "the best business "the best business partner": partner": annual Google shareholder meeting attended by author, May 10, 2007. annual Google shareholder meeting attended by author, May 10, 2007.117 "Eric is the person who said": "Eric is the person who said": author interview with Sheryl Sandberg, October 11, 2007. author interview with Sheryl Sandberg, October 11, 2007.117 "I've become a huge cheerleader": "I've become a huge cheerleader": author interview with Michael Moritz, March 31, 2009. author interview with Michael Moritz, March 31, 2009.118 an incident at the 2005 World Economic Forum: an incident at the 2005 World Economic Forum: author interview with Andrew Lack, October 4, 2007. author interview with Andrew Lack, October 4, 2007.118 "no recollection of the specific incident": "no recollection of the specific incident": e-mail from Arthur Sulzberger, Jr., April 29, 2009. e-mail from Arthur Sulzberger, Jr., April 29, 2009.118 "Schmidt confirmed Lack's account": "Schmidt confirmed Lack's account": author interview with Eric Schmidt, April 1, 2009. author interview with Eric Schmidt, April 1, 2009.118 "Here's the part you don't see": "Here's the part you don't see": author interview with Bill Campbell, April 1, 2009. author interview with Bill Campbell, April 1, 2009.119 "We're smart guys": "We're smart guys": author interview with Terry Winograd, September 25, 2007. author interview with Terry Winograd, September 25, 2007.120 "privacy concerns": "privacy concerns": Google IPO, August 2004. Google IPO, August 2004.

CHAPTER 7: The New Evil Empire? (2004-2005).

122 a faux doc.u.mentary by two young journalists: a faux doc.u.mentary by two young journalists: EPIC 2014 available on YouTube. EPIC 2014 available on YouTube.122 "evil empire": "evil empire": author interview with Sheryl Sandberg, October 10, 2007. author interview with Sheryl Sandberg, October 10, 2007.122 "Did not begin until Google went public": "Did not begin until Google went public": author interview with Eric Schmidt, April 16, 2008. author interview with Eric Schmidt, April 16, 2008.122 It took Microsoft fifteen years: It took Microsoft fifteen years: time line on time line on Microsoft.com.123 "There's that same 'think big' att.i.tude": "There's that same 'think big' att.i.tude": Steven Lurie, quoted in Gary Rivlin, "Relax, Bill Gates; It's Google's Turn as the Villain," New York Times, August 24, 2005. Steven Lurie, quoted in Gary Rivlin, "Relax, Bill Gates; It's Google's Turn as the Villain," New York Times, August 24, 2005.123 their "moon shot": their "moon shot": Jeffrey Toobin, "Google's Moon Shot," The New Jeffrey Toobin, "Google's Moon Shot," The New Yorker, Yorker, April 18, 2007. April 18, 2007.123 "Google decides not to use that content": "Google decides not to use that content": Copies of Google library contracts with the University of Michigan and the University of California, 2006. Copies of Google library contracts with the University of Michigan and the University of California, 2006.124 "copyduty": "copyduty": Kevin Kelly "Scan This Book!" Kevin Kelly "Scan This Book!" New York Times Magazine, New York Times Magazine, May 14, 2006. May 14, 2006.124 "People don't buy books": "People don't buy books": author interview with Sergey Brin, March 26, 2008. author interview with Sergey Brin, March 26, 2008.125"Google went to libraries": author interview with Richard Sarnoff, January 16, 2008. author interview with Richard Sarnoff, January 16, 2008.125 He mentioned "the huge risk": He mentioned "the huge risk": author interview with Paul Aiken, February 14, 2008. author interview with Paul Aiken, February 14, 2008.126 "Fair use is as important a right as copyright infringement": "Fair use is as important a right as copyright infringement": author interviews with David Drummond, September 11, 2007, and March 25, 2008. author interviews with David Drummond, September 11, 2007, and March 25, 2008.126 "finding a way to move forward": "finding a way to move forward": author interview with John Hennessy June 9, 2008. author interview with John Hennessy June 9, 2008.127 "If they had a copyright lawyer": "If they had a copyright lawyer": author interview with Tim Wu, September 20, 2007. author interview with Tim Wu, September 20, 2007.127 "Our patents, trademarks, trade secrets": "Our patents, trademarks, trade secrets": Google IPO prospectus, 2004. Google IPO prospectus, 2004.127 "I think that's true": "I think that's true": author interview with Megan Smith, April 17, 2008. author interview with Megan Smith, April 17, 2008.128 "We're a technology company": "We're a technology company": author interview with David Eun, September 18, 2007. author interview with David Eun, September 18, 2007.128 "It's probably both": "It's probably both": author interview with Paul Aitken, February 14, 2008. author interview with Paul Aitken, February 14, 2008.128 "The first thing he said was": "The first thing he said was": author interview with Mel Karmazin, May 13, 2008. author interview with Mel Karmazin, May 13, 2008.128 That year, Yahoo generated profits of $1.1 billion: That year, Yahoo generated profits of $1.1 billion: Richard Siklos, "When Terry Met Jerry Yahoo" New York Times, January 29. 2006. Richard Siklos, "When Terry Met Jerry Yahoo" New York Times, January 29. 2006.129 Google acquired fifteen smaller digital companies: Google acquired fifteen smaller digital companies: financial results for 2005 financial results for 2005 available on available on Google.com. 129 129 The circulation of daily newspapers ... fall more steeply: The circulation of daily newspapers ... fall more steeply: Newspaper a.s.sociation of America Web site. Newspaper a.s.sociation of America Web site.129 falling 20 percent on average: falling 20 percent on average: d.i.c.k Edmonds, "A Bad Year for Newspaper Stocks-a Worse Year for the Gray Lady" d.i.c.k Edmonds, "A Bad Year for Newspaper Stocks-a Worse Year for the Gray Lady" Poynter Online, Poynter Online, January 12, 2006. January 12, 2006.130 U.S. content and software companies lost: U.S. content and software companies lost: Alan Cane, "Attacking the Pirates," Alan Cane, "Attacking the Pirates," Financial Times, Financial Times, February 28, 2007. February 28, 2007.130 About one billion songs per month: About one billion songs per month: Ethan Smith, "Sales of Music, Long in Decline, Plunge Sharply," Ethan Smith, "Sales of Music, Long in Decline, Plunge Sharply," Wall Street Journal, Wall Street Journal, March 21, 2007. March 21, 2007.130 "I don't believe they have any incentive": "I don't believe they have any incentive": author interview with Sir Howard Stringer, February 8, 2008. author interview with Sir Howard Stringer, February 8, 2008.130 three years earlier, in 2002: three years earlier, in 2002: National Cable and Telecommunications a.s.sociation. National Cable and Telecommunications a.s.sociation.130 The radio industry was also squeezed: The radio industry was also squeezed: "Digitalization of the Media Industry: How Close to a Tipping Point?," The Kreisky Media Consultancy May 6, 2006. "Digitalization of the Media Industry: How Close to a Tipping Point?," The Kreisky Media Consultancy May 6, 2006.131 concern about "market power": concern about "market power": author interview with Irwin Gotlieb, June 2, 2008. author interview with Irwin Gotlieb, June 2, 2008.131 "In Google's 2004 annual report": "In Google's 2004 annual report": Annual 2004 report to shareholders from Larry Page and Sergey Brin, spring of 2005. Annual 2004 report to shareholders from Larry Page and Sergey Brin, spring of 2005.131 the founders gave old-media executives more cause for concern: the founders gave old-media executives more cause for concern: annual letter to shareholders from Larry Page and Sergey Brin, 2004. annual letter to shareholders from Larry Page and Sergey Brin, 2004.132 "We told the pilots to head to London": "We told the pilots to head to London": author interview with Sergey Brin, March 26, 2008. author interview with Sergey Brin, March 26, 2008.132 "he offered a number": "he offered a number": author interview with Jonathan Miller, February 12, 2008. author interview with Jonathan Miller, February 12, 2008.133 Microsoft spurned the advice: Microsoft spurned the advice: Robert A. Guth, "Microsoft Bid to Beat Google Builds on a History of Misses," Robert A. Guth, "Microsoft Bid to Beat Google Builds on a History of Misses," Wall Street Journal, Wall Street Journal, January 16, 2009. January 16, 2009.133 "thinking they had the deal done": "thinking they had the deal done": author interview with Tim Armstrong, February 28, 2008 author interview with Tim Armstrong, February 28, 2008133 Google and AOL reached agreement: Google and AOL reached agreement: Google and Time Warner AOL press release, December 20, 2005. Google and Time Warner AOL press release, December 20, 2005.134 "so fearful of Google": "so fearful of Google": Mylene Mangalindan and Robert A. Guth, "EBay Talks to Microsoft, Yahoo About a Common Foe: Google," Mylene Mangalindan and Robert A. Guth, "EBay Talks to Microsoft, Yahoo About a Common Foe: Google," Wall Street Journal, Wall Street Journal, April 21, 2006. April 21, 2006.134 "more like us than anyone": "more like us than anyone": Fred Vogelstein interview with Bill Gates, Fred Vogelstein interview with Bill Gates, Fortune, Fortune, April 18, 2005. April 18, 2005.134 If a user searched Tianamen Square: If a user searched Tianamen Square: Peter Bazalgette, Guardian, August 17, 2008. Peter Bazalgette, Guardian, August 17, 2008.134 Four years later, at Google's annual shareholder meeting: Four years later, at Google's annual shareholder meeting: meeting on Google campus, May 8, 2008. meeting on Google campus, May 8, 2008.135 comply with the government of Thailand: comply with the government of Thailand: Seth Mydans, "Agreeing to Block Some Videos, YouTube Returns to Thailand," Seth Mydans, "Agreeing to Block Some Videos, YouTube Returns to Thailand," New York Times, New York Times, September 1, 2007. September 1, 2007.135 "There is no question": "There is no question": Elliot Schrage testimony before the Committee on International Relations of the U.S. House of Representatives, February 15, 2006. Elliot Schrage testimony before the Committee on International Relations of the U.S. House of Representatives, February 15, 2006.135 "It took me awhile": "It took me awhile": author interview with Eric Schmidt, April 1, 2009. author interview with Eric Schmidt, April 1, 2009.136 "CNET was banished": "CNET was banished": Planet Planet Google, Google, Randall Stross, September 2008. Randall Stross, September 2008.137 "Because it was last minute": "Because it was last minute": author interview with Sergey Brin, March 26, 2008. author interview with Sergey Brin, March 26, 2008.137 The Washington Post depicted the poor reception as a snub: The Washington Post depicted the poor reception as a snub: Arshad Mohammed and Sara Kehaulani, "Google is a Tourist in D.C., Brin Finds," Arshad Mohammed and Sara Kehaulani, "Google is a Tourist in D.C., Brin Finds," Washington Post, Washington Post, June 7, 2006. June 7, 2006.137 "composed of ideological technologists": "composed of ideological technologists": author interview with Elliot Schrage, October 12, 2007. author interview with Elliot Schrage, October 12, 2007.138 "One can make the argument": "One can make the argument": author interview with Elliot Schrage, September 19, 2008. author interview with Elliot Schrage, September 19, 2008.138 "in an important way, they are the same": "in an important way, they are the same": author interview with Lawrence Lessig, September 11, 2007. author interview with Lawrence Lessig, September 11, 2007.

CHAPTER 8: Chasing the Fox (2005-2006).

144 sixteen million monthly visitors; that number would quadruple sixteen million monthly visitors; that number would quadruple over the next over the next fourteen months: fourteen months: ComScore, ComScore, BusinessWeek, BusinessWeek, November 5, 2007. November 5, 2007.144 "Sumner told Tom he did not want to get into a bidding war": "Sumner told Tom he did not want to get into a bidding war": Julia Angwin, Stealing Mys.p.a.ce: Julia Angwin, Stealing Mys.p.a.ce: The Battle to Control the Most Popular Website in America, The Battle to Control the Most Popular Website in America, Random House, 2009. Random House, 2009.144 "I think we have replaced MTV": "I think we have replaced MTV": Tom Anderson in Tom Anderson in Der Spiegel, Der Spiegel, cited in Bill Wise, Search Insider, January 22, 2007, and Lotta Holmstrom in Gra.s.sroot Media, January 21, 2007. cited in Bill Wise, Search Insider, January 22, 2007, and Lotta Holmstrom in Gra.s.sroot Media, January 21, 2007.145 "I left": "I left": author interview with Albie Hecht, January 15, 2008. author interview with Albie Hecht, January 15, 2008.146 2005 study of media usage: 2005 study of media usage: "Generation M: Media in the Lives of 8-18 Year-Olds," A Kaiser Family Foundation Study, March 2005. "Generation M: Media in the Lives of 8-18 Year-Olds," A Kaiser Family Foundation Study, March 2005.146 A later study: A later study: Forrester Research report chart on YouTube and Internet use, Forrester Research report chart on YouTube and Internet use, Wall Wall Street Journal, November 19, 2008. Street Journal, November 19, 2008.147 Jason Hirschhorn was another Viacom refugee: Jason Hirschhorn was another Viacom refugee: author interviews with Jason Hirschhorn, February 12 and 21, 2008, and e-mail exchanges, March 2009. author interviews with Jason Hirschhorn, February 12 and 21, 2008, and e-mail exchanges, March 2009.149 Marc Andreessen has spent much of his life... an investor and board member: Marc Andreessen has spent much of his life... an investor and board member: author interviews with Marc Andreessen, May 9, 2007, and June 9, 2008. author interviews with Marc Andreessen, May 9, 2007, and June 9, 2008.150 They named the site Ning: They named the site Ning: author interview with Andreessen, March 30, 2009. author interview with Andreessen, March 30, 2009.150 "I wouldn't be sitting here without him": "I wouldn't be sitting here without him": author interview with Gina Bianchini, September 15, 2008. author interview with Gina Bianchini, September 15, 2008.150 "You can talk about the economy": "You can talk about the economy": author interview with Ben Horowitz, February 20, 2009. author interview with Ben Horowitz, February 20, 2009.152 thirty-four million monthly viewers: thirty-four million monthly viewers: Nielsen/NetRatings, August 2006. Nielsen/NetRatings, August 2006.152 "When we started": "When we started": author interview with Chad Hurley September 11, 2007. author interview with Chad Hurley September 11, 2007.153 "If that works": "If that works": author interview with Eric Schmidt, June 11, 2008. author interview with Eric Schmidt, June 11, 2008.153 "Right now": "Right now": Steve Ballmer Q&A with the editors of Steve Ballmer Q&A with the editors of Business Week, Business Week, October 11, 2006. October 11, 2006.153 thirteen of the twenty most popular videos: thirteen of the twenty most popular videos: Kevin J. Delaney and Matthew Karnitschnig, Kevin J. Delaney and Matthew Karnitschnig, Wall Street Journal, Wall Street Journal, February 21, 2007. February 21, 2007.153 "There are some issues with YouTube": "There are some issues with YouTube": Redstone on Charlie Rose, quoted in the Redstone on Charlie Rose, quoted in the New York Times, New York Times, October 10, 2006. October 10, 2006.153 "They can buy anything": "They can buy anything": author interview with Irwin Gotlieb, June 2, 2008. author interview with Irwin Gotlieb, June 2, 2008.154 "YouTube was an admission by Google": "YouTube was an admission by Google": author interview with Danny Sullivan, March 20, 2008. author interview with Danny Sullivan, March 20, 2008.154 "They didn't value our content": "They didn't value our content": author interview with Jeff Zucker, April 25, 2008. author interview with Jeff Zucker, April 25, 2008.154 "Every time we thought we came down": "Every time we thought we came down": author interview with Phillipe Daumann, May 1, 2007. author interview with Phillipe Daumann, May 1, 2007.155 "no revenue at the time": "no revenue at the time": author interviews with Eric Schmidt, October 8, 2007, and June 11, 2008. author interviews with Eric Schmidt, October 8, 2007, and June 11, 2008.155 "give the majority of revenue to them": "give the majority of revenue to them": Larry Page at a small press lunch attended by the author, May 10, 2007. Larry Page at a small press lunch attended by the author, May 10, 2007.155 "theft" : "theft" : author interview with Phillipe Daumann, May 15, 2008. author interview with Phillipe Daumann, May 15, 2008.155 "it gets redistributed": "it gets redistributed": author interview with Jeff Bewkes, April 10, 2008. author interview with Jeff Bewkes, April 10, 2008.156 "I don't need somebody else to say": "I don't need somebody else to say": author interview with Phillipe Daumann, May 15, 2008. author interview with Phillipe Daumann, May 15, 2008.156 willing to believe that Google "was well intentioned": willing to believe that Google "was well intentioned": author interview with Jeff Bewkes, April 10, 2008. author interview with Jeff Bewkes, April 10, 2008.156 "You either find a way": "You either find a way": author interview with Albie Hecht, January 15, 2008. author interview with Albie Hecht, January 15, 2008.157 "Content is where people spend their time": "Content is where people spend their time": author interview with Herbert Allen III, January 24, 2007. author interview with Herbert Allen III, January 24, 2007.157 "I figured that if things go well": "I figured that if things go well": author interview with Robert Iger, May 17, 2007. author interview with Robert Iger, May 17, 2007.157 "The first thing I did": "The first thing I did": author interview with Robert Iger, May 17, 2007. author interview with Robert Iger, May 17, 2007.158 $44 million in revenues in 2006: $44 million in revenues in 2006: "Spotlight on Television 2.0 Leaders: The Walt Disney Company," IP Media Monitor, October 2006. "Spotlight on Television 2.0 Leaders: The Walt Disney Company," IP Media Monitor, October 2006.159 "the issue of the moment": "the issue of the moment": author interview with Steven Rattner, April 24, 2007. author interview with Steven Rattner, April 24, 2007.159 would spread CBS content: would spread CBS content: author interviews with Les Moonves, June 12, 2007 and April 7, 2008. author interviews with Les Moonves, June 12, 2007 and April 7, 2008.159 proposed agreement with Yahoo : proposed agreement with Yahoo : author interview with Jeff f.a.ger, September 11, 2008. author interview with Jeff f.a.ger, September 11, 2008.161 "I think Quincy is one of the most advanced thinkers": "I think Quincy is one of the most advanced thinkers": author interview with David Eun, June 12, 2008. author interview with David Eun, June 12, 2008.161 He cut it, though, for his first job: He cut it, though, for his first job: author interviews with Quincy Smith, January 23, April 9, June 9, and June 24, 2008. author interviews with Quincy Smith, January 23, April 9, June 9, and June 24, 2008.163 CBS clips got twenty-nine million views: CBS clips got twenty-nine million views: CBS press release, November 21, 2006. CBS press release, November 21, 2006.164 "When you're a small company": "When you're a small company": Eric Schmidt, quoted in "Google Gets Friendly," Jeremy Caplan, Eric Schmidt, quoted in "Google Gets Friendly," Jeremy Caplan, Time, Time, October 1, 2006. October 1, 2006. 164 164 "duplicate detection": "duplicate detection": Google News announcement, August 31, 2007. Google News announcement, August 31, 2007.165 The average daily circulation: The average daily circulation: Audit Bureau of Circulation, October 2006. Audit Bureau of Circulation, October 2006.165 thirty-five minutes each day: thirty-five minutes each day: author interview with Martin Nisenholtz, September 18, 2008, citing Nielsen report, May 2008. author interview with Martin Nisenholtz, September 18, 2008, citing Nielsen report, May 2008.166 Advertising in major newspapers: Advertising in major newspapers: the Newspaper a.s.sociation of American and the New York Times, July 9, 2007. the Newspaper a.s.sociation of American and the New York Times, July 9, 2007.166 the AP's revenues grow annually at about 5 percent: the AP's revenues grow annually at about 5 percent: author interview with Tom Curley, February 21, 2008. author interview with Tom Curley, February 21, 2008.166 Their conclusions, according to Jeremy Philips : Their conclusions, according to Jeremy Philips : author interview with Jeremy Philips, May 18, 2007. author interview with Jeremy Philips, May 18, 2007.167 At the end of 2006: At the end of 2006: Letter from the Founders in Google's 2006 Annual Report, confirmed by Google's annual performance numbers and Quincy Smith testimonial, and available on Letter from the Founders in Google's 2006 Annual Report, confirmed by Google's annual performance numbers and Quincy Smith testimonial, and available on Google.com.168 "I've never seen a company so loved on Wall Street": "I've never seen a company so loved on Wall Street": author interview with Quincy Smith, January 23, 2008. author interview with Quincy Smith, January 23, 2008.

CHAPTER 9: War on Multiple Fronts (2007).

169 "Once you get to a certain size": "Once you get to a certain size": author interview with Ivan Seidenberg on February 19, 2008. author interview with Ivan Seidenberg on February 19, 2008.169 "We got frustrated": "We got frustrated": author interview with Philipe Daumann, May 1, 2007. author interview with Philipe Daumann, May 1, 2007.170 "The law basically said": "The law basically said": Wired interview, April 9, 2007. Wired interview, April 9, 2007.170 "a clip site": "a clip site": author interview with Chad Hurley, September 11, 2007. author interview with Chad Hurley, September 11, 2007.170 "Everything Phillippe said was a lie": "Everything Phillippe said was a lie": Eric Schmidt tells author at the July 2008 Allen & Co conference in Sun Valley. Eric Schmidt tells author at the July 2008 Allen & Co conference in Sun Valley.171 "As a business, I think": "As a business, I think": author interview with Ester Dyson, February 4, 2008. author interview with Ester Dyson, February 4, 2008.171 "If we're putting up programming for free": "If we're putting up programming for free": author interview with Mel Karmazin, May 13, 1008. author interview with Mel Karmazin, May 13, 1008.171 two websites it knew to be illegally downloading: two websites it knew to be illegally downloading: according to the February 12, 2007, according to the February 12, 2007, Wall Street Journal, Wall Street Journal, the two Web sites illegally downloading movies were the two Web sites illegally downloading movies were EasyDownloadCenter.com and and theDownloadPlace.com.171 publicly accused Google of a "cavalier" approach: publicly accused Google of a "cavalier" approach: Financial Times, Financial Times, March 6, 2007. March 6, 2007.171 Facebook "doubles in size every six months": Facebook "doubles in size every six months": author interview with Mark Zuckerberg, August 22, 2007. author interview with Mark Zuckerberg, August 22, 2007.173 Remix: Making Art and Commerce Thrive in the Hybrid Economy: Remix: Making Art and Commerce Thrive in the Hybrid Economy: Lawrence Lessig, Penguin Books, 2008. Lawrence Lessig, Penguin Books, 2008.174 "They want to be the digital advertising network": "They want to be the digital advertising network": author interview with Herbert Allen III, January 24, 2007. author interview with Herbert Allen III, January 24, 2007.174 gave Google "an opportunity to be the infrastructure backbone": gave Google "an opportunity to be the infrastructure backbone": author interview with Wenda Harris Millard, April 26, 2007. author interview with Wenda Harris Millard, April 26, 2007.174 "You can dive deep into that data": "You can dive deep into that data": Randall Rothenberg quoted in the Randall Rothenberg quoted in the New York Times, New York Times, April 14, 2007. April 14, 2007.174 "track more than 100 metrics": "track more than 100 metrics": DoubleClick brochure, "Best Practices for Maximizing Web Advertising Effectiveness," September 19, 2007. DoubleClick brochure, "Best Practices for Maximizing Web Advertising Effectiveness," September 19, 2007.174 twenty billion online ads each day: twenty billion online ads each day: author interview with David Rosenblatt, April 22, 2008. author interview with David Rosenblatt, April 22, 2008.175 envisioned three advantages for Google: envisioned three advantages for Google: author interview with Tim Armstrong, October 10, 2007. author interview with Tim Armstrong, October 10, 2007.176 "We'd like to create one-stop shopping": "We'd like to create one-stop shopping": author interview with Richard Holden, August 20, 2007. author interview with Richard Holden, August 20, 2007.176 "Instead of just selling remnant advertising": "Instead of just selling remnant advertising": author interview with David Rosenblatt, April 22, 2008. author interview with David Rosenblatt, April 22, 2008.176 Irwin Gotlieb did see DoubleClick and its ad exchange as a potential disruptor: Irwin Gotlieb did see DoubleClick and its ad exchange as a potential disruptor: author interview with Irwin Gotlieb, February 11, 2008. author interview with Irwin Gotlieb, February 11, 2008.177 "In four decades in the advertising business": "In four decades in the advertising business": author interviews with Irwin Gotlieb, February 11, 2008, May 21, 2008, June 2, 2008, September 26, 2008, and April 2009 e-mails. author interviews with Irwin Gotlieb, February 11, 2008, May 21, 2008, June 2, 2008, September 26, 2008, and April 2009 e-mails.179 "In Hollywood, a screening room is a shom-off room": "In Hollywood, a screening room is a shom-off room": author interview with Michael Ka.s.san, December 15, 2008. author interview with Michael Ka.s.san, December 15, 2008.180 "take our client data": "take our client data": author interview with Sir Martin Sorrell, February 18, 2008. author interview with Sir Martin Sorrell, February 18, 2008.180 The way it works: The way it works: author interview with Keval Desai, April 14, 2008. author interview with Keval Desai, April 14, 2008.181 "It is absolutely our intention to be in every cable box": "It is absolutely our intention to be in every cable box": author interview with Eileen Naughton, February 28, 2008. author interview with Eileen Naughton, February 28, 2008.182 "Yes, he's right": "Yes, he's right": author interview with Terry Semel, July 9, 2008. author interview with Terry Semel, July 9, 2008.182 conceded that "the roles will start shifting": conceded that "the roles will start shifting": author interview with Smita Hashim, April 17, 2008. author interview with Smita Hashim, April 17, 2008.182 "to remind people why they love Google" : "to remind people why they love Google" : author interview with Andy Berendt, April 22, 2008. author interview with Andy Berendt, April 22, 2008.183 "If Google could introduce us": "If Google could introduce us": author interview with Beth Comstock, May 2, 2007. author interview with Beth Comstock, May 2, 2007.183 "It raises issues": "It raises issues": Sir Martin Sorrell quoted in the Sir Martin Sorrell quoted in the New York Post, New York Post, April 23, 2007. April 23, 2007.183 "worried about Google becoming large": "worried about Google becoming large": author interview with Tim Wu, September 20, 2007. author interview with Tim Wu, September 20, 2007.184 "When I decide to go to the movies": "When I decide to go to the movies": author interview with Eric Schmidt, October 8, 2007, and Schmidt interview in London, author interview with Eric Schmidt, October 8, 2007, and Schmidt interview in London, Financial Times, Financial Times, May 23, 2007. May 23, 2007.184 "I am really excited to tell you": "I am really excited to tell you": Google third quarter conference call, October 19, 2007 Google third quarter conference call, October 19, 2007184 two-day "Zeitgeist" conference: two-day "Zeitgeist" conference: author attended October 10, 2007. author attended October 10, 2007.185 "the number one" privacy issue: "the number one" privacy issue: author interview with Sergey Brin, October 11, 2007. author interview with Sergey Brin, October 11, 2007.

CHAPTER 10: Waking the Government Bear.

186 public interest advocate, Jeffrey Chester: public interest advocate, Jeffrey Chester: author interviews with Jeff Chester, September 27, 2007, and October 15, 2007. author interviews with Jeff Chester, September 27, 2007, and October 15, 2007.187 "Why does Google need to collect all "Why does Google need to collect all of of this information?": this information?": author interview with Marc Rotenberg, October 15, 2007. author interview with Marc Rotenberg, October 15, 2007.187 "behavioral targeting": "behavioral targeting": Arik Hesseldahl, "A Rich Vein for 'Reality Mining,'" Arik Hesseldahl, "A Rich Vein for 'Reality Mining,'" BusinessWeek, BusinessWeek, May 5, 2008. May 5, 2008.188 Phorm: Phorm: Louis Story "A Company Promises the Deepest Data Mining Yet," Louis Story "A Company Promises the Deepest Data Mining Yet," New York Times, New York Times, March 20, 2008; BBC interview with Tim Berners-Lee posted on the Web by Richard Defendorf, March 17, 2008; and Nikki Talt and Tim Bradshaw, "Brussels to Investigate Consumer Profiling by Online Advertisers," March 20, 2008; BBC interview with Tim Berners-Lee posted on the Web by Richard Defendorf, March 17, 2008; and Nikki Talt and Tim Bradshaw, "Brussels to Investigate Consumer Profiling by Online Advertisers," Financial Times, Financial Times, March 30, 2009. March 30, 2009.189 "If you're searching for an SUV": "If you're searching for an SUV": author interview with Irwin Gotlieb, February 8, 2008. author interview with Irwin Gotlieb, February 8, 2008.189 In its five-page Checkout privacy policy: In its five-page Checkout privacy policy: Google Checkout and Google privacy policies found on Google Checkout and Google privacy policies found on Google.com.190 "In 1984": "In 1984": author interview with Lawrence Lessig, September 11, 2007. author interview with Lawrence Lessig, September 11, 2007.190 In its 2007 annual ranking: In its 2007 annual ranking: press release from press release from Financial Times Financial Times and Millward Brown, April 23, 2007. and Millward Brown, April 23, 2007.191 "Privacy is one of those third rails": "Privacy is one of those third rails": author interview with Randall Rothenberg, January 10, 2008. author interview with Randall Rothenberg, January 10, 2008.191 "Unfortunately": "Unfortunately": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.192 "We think of the ad as content": "We think of the ad as content": author interview with Jeff Huber, September 12, 2007. author interview with Jeff Huber, September 12, 2007.192 "There's n.o.body watching the store": "There's n.o.body watching the store": author interview with Jeff Chester, October 15, 2007. author interview with Jeff Chester, October 15, 2007.193 "We're working on expanding": "We're working on expanding": Eric Schmidt, October October, 19 2007. Eric Schmidt, October October, 19 2007.193 "opt-in": "opt-in": author interview with Marc Rotenberg, October 15, 2007. author interview with Marc Rotenberg, October 15, 2007.194 "How many people yesterday": "How many people yesterday": author interview with Sergey Brin, October 11, 2007. author interview with Sergey Brin, October 11, 2007.194 "When you pay $1.6 billion": "When you pay $1.6 billion": author interview with Nick Grouf, May 15, 2008. author interview with Nick Grouf, May 15, 2008.195 "crumbled cookies": "crumbled cookies": Google announcement, July 16, 2007. Google announcement, July 16, 2007.195 "The product brand was very strong": "The product brand was very strong": author interview with Alan Davidson, October 15, 2007. author interview with Alan Davidson, October 15, 2007.195 "they were almost alone": "they were almost alone": author interview with Gigi Sohn, October 3, 2007. author interview with Gigi Sohn, October 3, 2007.196 "We've been under the radar": "We've been under the radar": author interview with David Drummond, September 11, 2007. author interview with David Drummond, September 11, 2007.196 "No question that people here regularly discuss Microsoft's experience": "No question that people here regularly discuss Microsoft's experience": author interview with Elliot Schrage, October 12, 2007. author interview with Elliot Schrage, October 12, 2007.196 "Microsoft is a bit of an unusual company": "Microsoft is a bit of an unusual company": author interview with Sergey and Brin, October 11, 2007. author interview with Sergey and Brin, October 11, 2007.196 "In the end": "In the end": author interview with Beth Comstock, May 2, 2007. author interview with Beth Comstock, May 2, 2007.197 "I would say always": "I would say always": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.197 Google had a great year in 2007: Google had a great year in 2007: January 31, 2008 Google press release found on January 31, 2008 Google press release found on Google.com.197 Twenty countries: Twenty countries: annual founders' letter, March 26, 2008. annual founders' letter, March 26, 2008.197 "We're an engineering company": "We're an engineering company": author interview with Sheryl Sandberg, October 7, 2007. author interview with Sheryl Sandberg, October 7, 2007.197 "basic principles": "basic principles": Eric Schmidt August 21, 2007 keynote address to the Progress and Freedom Foundation dinner available on YouTube. Eric Schmidt August 21, 2007 keynote address to the Progress and Freedom Foundation dinner available on YouTube.198 "That's probably correct": "That's probably correct": author interview with Eric Schmidt, October 9, 2007. author interview with Eric Schmidt, October 9, 2007.198 "Google if it were a person": "Google if it were a person": author interview with Tim Wu, September 20, 2007. author interview with Tim Wu, September 20, 2007.

CHAPTER 11: Google Enters Adolescence (2007-2008).

199 $868.6 million in stock in 2007: $868.6 million in stock in 2007: Google 10-K filed with the SEC for the fiscal year ended December 31, 2007. Google 10-K filed with the SEC for the fiscal year ended December 31, 2007.200 "If you want to talk to Larry or Sergey": "If you want to talk to Larry or Sergey": author interview with Megan Smith, April 17, 2008. author interview with Megan Smith, April 17, 2008.200 "Larry is going to take one side": "Larry is going to take one side": author interview with Tim Armstrong, February 28, 2008. author interview with Tim Armstrong, February 28, 2008.200 Brin and Page were to meet with an engineering team: Brin and Page were to meet with an engineering team: GPS meeting, attended by author, October, 9, 2007. The ground rule was that any description of product discussed or engineer names had to be cleared with Google, which it was. GPS meeting, attended by author, October, 9, 2007. The ground rule was that any description of product discussed or engineer names had to be cleared with Google, which it was.202 "I'd make people describe things in English!": "I'd make people describe things in English!": author interview with Terry Semel, July 9, 2008. author interview with Terry Semel, July 9, 2008.203 "I hope they try": "I hope they try": author interview with Sergey Brin, October 11, 2007. author interview with Sergey Brin, October 11, 2007.203 "self-imposed, bureaucratic response": "self-imposed, bureaucratic response": author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.203 Page on Moore's law as management tool: Page on Moore's law as management tool: author interview with Larry Page, March 25, 2008. author interview with Larry Page, March 25, 2008.204 "a one-trick pony": "a one-trick pony": Steve Ballmer interview, Financial Times, June 20, 2008. Steve Ballmer interview, Financial Times, June 20, 2008.204 "Google is extremely good with search": "Google is extremely good with search": author interview with Irwin Gotlieb, February 11, 2008. author interview with Irwin Gotlieb, February 11, 2008.204 "'Where is the new pony?": "'Where is the new pony?": author interview with Tad Smith, April 9, 2008. author interview with Tad Smith, April 9, 2008.204 "I like the trick!": "I like the trick!": author interview with Eric Schmidt, April 16, 2008. author interview with Eric Schmidt, April 16, 2008.204 "a legitimate question": "a legitimate question": author interview with Elliot Schrage, March 25, 2008. author interview with Elliot Schrage, March 25, 2008.204 search advertising was slowing: search advertising was slowing: decline reported by ComScore from decline reported by ComScore from BusinessWeek, BusinessWeek, March 10, 2008. March 10, 2008.205 it had plunged 40 percent: it had plunged 40 percent: Google stock price from the Google stock price from the Wall Street Journal, Wall Street Journal, March 28, 2008. March 28, 2008.205 "Goodbye, "Goodbye, Google": Google": Wendy Tanaka, Wendy Tanaka, Forbes.com, March 26, 2008.205 "more relevant": "more relevant": author interview with Tim Armstrong, February 28, 2008. author interview with Tim Armstrong, February 28, 2008.205 "The clicks are not what is relevant": "The clicks are not what is relevant": author interview with Hal Varian, March 27, author interview with Hal Varian, March 27, 2008. 2008. 205 205 "Google INC's "Google INC's GO-GO GO-GO era": era": Kevin J. Delaney, Kevin J. Delaney, Wall Street Journal, Wall Street Journal, April 18, 2008, and Miguel Helft, New York Times, April 18, 2008. April 18, 2008, and Miguel Helft, New York Times, April 18, 2008.205 Google hogged three quarters of all U.S. search: Google hogged three quarters of all U.S. search: search marketing firm Efficient Frontier, quoted in search marketing firm Efficient Frontier, quoted in BusinessWeek, BusinessWeek, May 19, 2008. May 19, 2008.205 one of every three videos viewed online: one of every three videos viewed online: from ComScore as r