Once upon a time, Google was great. For those who were online in 1998, history’s timeline bifurcated into two eras: BG (Before Google), and AG. It was elegant and clean: elegant because it was driven by a semi-objective algorithm called PageRank, which ranked websites according to how many other websites linked to them; and clean because it had no advertising, which of course also meant that it had no business model and accordingly was burning its way through its investors’ money.

It was too good to last, and of course it didn’t. Two of its biggest investors showed up one day, demanding a return on their investments. The company’s co-founders had an idea. One of the reasons theirs was such a good search engine was that they intensively monitored what people searched for, and then used that information continually to improve the engine’s performance. Their big idea was that the information thus derived had a commercial value; it indicated what people were interested in and might therefore be of value to advertisers who wanted to sell them stuff. Thus was born what Shoshana Zuboff christened “surveillance capitalism”, the dominant money machine of the networked world.

As the inventor of this machine, Google has prospered mightily from it ever since. For as long as most of us can remember, it has been the world’s favourite search engine, deriving colossal revenues from that........

© The Guardian