Report

Google’s Social Scheme Hinges on Fears, Not Fortunes

Table of Contents

  1. Summary

Analysis

For years, Google has seemed like a terrifying giant: enormous, powerful and ultimately unassailable. Last week, however, we got a glimpse of what really scares them in Mountain View. Sure, social hasn’t been Google’s strong suit so far, but it isn’t just the question of missed business opportunities that stings them down at the Googleplex. Underneath it all, there’s another complicated motivation to the company’s growing obsession with social: the deep anxiety that the company is turning into what it hates most.

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