Charles Duhigg takes a look at the history of Anti-Trust laws and the breaking up of monopolies. From oil to IBM, he explains why it is important for this large companies to be broken up. Not because of the consumer, but rather for the sack of developnent and innovation.
He uses the case of the vertical search site, Foundem.com, to demonstrate the way in which Google kills competition by removing them from searches.
In 2006, Google instituted a shift in its search algorithm, known as the Big Daddy update, which penalized websites with large numbers of subpages but few inbound links. A few years later, another shift, known as Panda, penalized sites that copied text from other websites. When adjustments like these occurred, Google explained to users, they were aimed at combating “individuals or systems seeking to ‘game’ our systems in order to appear higher in search results — using low-quality ‘content farms,’ hidden text and other deceptive practices.”
Left unsaid was that Google itself generates millions of new subpages without inbound links each day, a fresh page each time someone performs a search. And each of those subpages is filled with text copied from other sites. By programming its search engine to ignore other sites doing the same thing that Google was doing, critics say, the company had made it nearly impossible for competing vertical-search engines, like Foundem, to show up high in Google’s results.
Rather than living off their innovation, Adam and Shivaun Raff have spent the last twelve years campaigning against Google. Supported by Gary Reback, they took their case to European Commission in Brussels.
Reback had told Adam and Shivaun that it was important for them to keep up their fight, no matter the setbacks, and as evidence he pointed to the Microsoft trial. Anyone who said that the 1990s prosecution of Microsoft didn’t accomplish anything — that it was companies like Google, rather than government lawyers, that humbled Microsoft — didn’t know what they were talking about, Reback said. In fact, he argued, the opposite was true: The antitrust attacks on Microsoft made all the difference. Condemning Microsoft as a monopoly is why Google exists today, he said.
If such changes and challenges is dependent on individuals such as the Raff’s standing up, it makes you wondering how many just throw it all in. Cory Doctorow captures this scenario in his novel, The Makers.