Steven Levy – In The Plex: How Google Thinks, Works, and Shapes Our Lives
A corporate history of Google from its founding up until 2011 or so. This book was written with the cooperation of Google’s founders, so it is not an objective history, nor should it be treated as such. It is still useful. A sequel may also be in order before too long. Since this book was published, Google has created its own parent company, Alphabet, and diversified into areas from video to maps to driverless cars. It is also undergoing multiple antitrust investigations, and growing ire from right and left populists could have massive consequences for consumer welfare, innovation, and for competition policy going forward.
Google has changed quite a bit since its early days, but anything violating the consumer welfare standard is difficult to find in here—though, again, this book is not an objective history. If anything, fear of regulatory reprisal put a damper on some of Google’s innovative ideas almost as soon as they realized the company would be a success. That, as opposed to market share for searches or advertising, is evidence of consumer harm.
Some of Google’s early mistakes and learning experiences still loom large today, such as its acquiescence to Chinese censorship.
Levy also has a forthcoming book on Facebook out in January 2020.