The Four

Google, 126 –56
and About.com, 151
and advertising, 108 , 108 , 113 , 113 –14, 137 –38, 162 , 164 , 257 , 258
and Alphabet, 135
and Amazon, 60 , 188 –89
ambitions of, 154
analog moats of, 91
and autonomous vehicles, 39 , 155 , 166 , 188 , 229
borrowing/reselling of user data, 161 –63
brain-based appeal of, 175 –76
and brand era’s demise, 172 –73
capitalization of, 134 , 134 , 188
cash flow of, 133
and competition, 8 –9, 92 , 131 –32, 152 , 154 , 181
and Congressional hearings, 161 –62, 192 –93
consumer trust in, 130 –35, 176
and cross-silo data sharing, 163
current state of affairs, 5
data collection of, 199 , 200
defining factors for, 132
employees of, 155 –56, 202
and Facebook, 99
and failure, 39
global reach of, 191
Google Glass, 92 , 115
headquarters of, 202
home page of, 132 , 133
influence of, 132
and knowledge pursuits of users, 127 –30, 175 –76
likability of, 192 –93
lowering costs for advertising, 133
as media company, 119 –20, 125
and media/publishers, 161 –62, 192 –93
and Microsoft, 155
as modern religion, 126 –27
and NYT’s content, 107 , 116 , 139 –47, 148 , 150 , 151
origins of, 153
predictive power of, 135 –36
and privacy implications, 136
product differentiation of, 187
and product searches, 8 , 189
profits/revenue, 5 , 133 , 162
properties of, 154
public utility status of, 152 , 154
sales people at, 262
search algorithm of, 105 , 106 , 130 , 136 –37, 147 , 150 , 151 , 162 , 176
server farms, 91
suspicious searches on, 135 –36, 199
and taxes, 133 –34
vertical integration of, 194 –95