In the Plex: How Google Thinks, Works, and Shapes Our Lives

Steven Levy, Simon & Schuster, $26 (448p) ISBN 978-1-4165-9658-5
The contradictions of the Internet search behemoth are teased apart in this engaging, slightly starry-eyed business history. Wired magazine writer Levy (Hackers) insightfully recaps Google's groundbreaking search engine and fabulously profitable online ad–brokering business, and elucidates the cutting-edge research and hard-nosed cost-efficiencies underlying them. He also regales readers with the "Googley" corporate culture of hip techno-capitalism: the elitist focus on braininess, the campus game rooms, the countercultural rectitude of billionaire founders Larry Page and Sergey Brin (which can read more like puerile arrogance as they roller-blade into meetings with business-suited squares). Levy's narrative updates a familiar portrait of the company, with breathless accounts of recent innovations. He offers a smart analysis of the tensions between Google's "‘Don't Be Evil'" slogan and its censorship of its Chinese Web site and the privacy implications of its drive to sponge up all information—but he accepts Google's blinkered conception of e-ethics and its demands for huge tax breaks with too much complacency. (Apr.)
Reviewed on: 02/28/2011
Release date: 04/01/2011
Genre: Nonfiction
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