Big-picture analysis such as this is very seductive in its simplicity, but if you move from your view at 35, 000 feet up to 75, 000 feet, an even broader view may lead you to different conclusions.

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Indeed, Google has even launched a new search product called Search Plus Your World (SPYW), perhaps the company's most " radical" move in its history, which determines search results according to social rather than algorithmic criteria.

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