When brain usage patterns of people performinga Google search are compared with those of people reading a book, the usage is greater and in completely different regions.
The board's technical experts are in possession of the battery that caught fire and are effectively performing an autopsy on its charred insides in asearch for clues to what caused the conflagration.
Each service builds out the Web, throwing off new pages where it can put ads and giving Google's statisticians a bigger (and better-performing) base to work on search results.