Nicholas Carr on Page and Brin’s vanishing trick:
They were prophets, Larry and Sergey. When, in their famous 1998 grad-school paper “The Anatomy of a Large-Scale Hypertextual Web Search Engine,” they introduced Google to the world, they warned that if the search engine were ever to leave the “academic realm” and become a business, it would be corrupted. It would become “a black art” and “be advertising oriented.” That’s exactly what happened — not just to Google but to the internet as a whole. The white-robed wizards of Silicon Valley now ply the black arts of algorithmic witchcraft for power and money. They wanted most of all to be Gandalf, but they became Saruman.
Cf: my riff on the wizards of innovation, and the relation between infrastructure and stage magic. The hero’s journey of tech is a ubiquitous generic form — presumably because it has a great deal in common with investor storytime, and fits well with the generally individualistic worldbuilding of capitalist realism. The G**gle guys are merely the most successful iteration of the sorcerer role to date — the wizard’s wizards, if you will.
I owe Carr an apology, really; back in the Noughties, when I was still a fully signed-up Sil-Val Kool-Aid consumer, I gave his book The Big Switch a kicking for what seemed to me to be a very pessimistic and negative take on the brave new world of web two-point-nought etc. I wish I had paid closer attention earlier on.