Googled: The End of the World as We Know It

Two Googles emerge in this savvy profile of the Internet search octopus. The first is the actual company, with its mixture of business acumen and naïve idealism (“Don't Be Evil” is the corporate slogan); its brilliant engineering feats and grad-students-at-play company culture; its geek founders, Sergey Brin and Larry Page, two billionaires who imbibe their antiestablishment rectitude straight from Burning Man; its pseudo-altruistic quest to offer all the world's information for free while selling all the world's advertising at a hefty profit. The second Google is a monstrous metaphor for all the creative destruction that the Internet has wrought on the crumbling titans of old media, who find themselves desperately wondering how they will make money off of news, music, video and books now that people can Google up all these things without paying a dime. The first Google makes for a standard-issue tech-industry grunge-to-riches business story, its main entertainment value being Brin's and Page's comical lack of social graces. But New Yorker columnist Auletta (World War 3.0: Microsoft and Its Enemies ) makes the second Google a starting point for a sharp and probing analysis of the apocalyptic upheavals in the media and entertainment industries. (Nov. 3)