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How Google Dominates Us August 18, 2011 James Gleick "This much is clear: We need to decide what we want from Google. If only we can make up our collective minds. Then we still might not get it. The company always says users can "opt out" of many of its forms of data collection, which is true, up to a point, for savvy computer users; and the company speaks of privacy in terms of "trade-offs," to which Vaidhyanathan objects: Privacy is not something that can be counted, divided, or "traded." It is not a substance or collection of data points. It's just a word that we clumsily use to stand in for a wide array of values and practices that influence how we manage our reputations in various contexts. There is no formula for assessing it: I can't give Google three of my privacy points in exchange for 10 percent better service. This seems right to me, if we add that privacy involves not just managing our reputation but protecting the inner life we may not want to share. In any case, we continue to make precisely the kinds of trades that Vaidhyanathan says are impossible. Do we want to be addressed as individuals or as neurons in the world brain? We get better search results and we see more appropriate advertising when we let Google know who we are. And we save a few keystrokes."