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So whenever I visit a school
and talk to students,

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I always ask them the same thing:

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Why do you Google?

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Why is Google the search engine 
of choice for you?

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Strangely enough, I always get
the same three answers.

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One, "Because it works",

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which is a great answer, 
that's why I Google, too.

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Two, somebody will say,

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"I really don't know of any alternatives."

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It's not an equally great answer

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and my reply to that is usually,


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"Try to Google the word 'search engine',

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you may find a couple 
of interesting alternatives."

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And last but not least, thirdly,

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inevitably, one student will raise
her or his hand and say,

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"With Google, I'm certain to always get
the best, unbiased search result."

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Certain to always get 
the best, unbiased search result.

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Now, as a man of the humanities,

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albeit, a digital humanities man,

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that just makes my skin curl,

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even if I, too, realize that that trust,
that idea of the unbiased search result

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is a cornerstone in our collective
love for and appreciation of Google.

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I will show you why that, philosophically,
is almost an impossibility.

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But let me first elaborate, 
just a little bit, on a basic principle

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behind the search query 
that we sometimes seem to forget.

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So whenever you set out 
to Google something,

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start by asking yourself this,
"Am I looking for an isolated fact?

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What is the capital of France?

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What are the building blocks 
of a water molecule?"

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Great -- Google away.

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There's not a group of scientists
who are this close

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to proving that it's actually 
London and H30.

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You don't see a big conspiracy
among those things.

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We agree, on a global scale,
what the answers are

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to these isolated facts.

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But if you complicate your question
just a little bit and ask something like,

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"Why is there 
an Israeli-Palestine conflict?"

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You're not exactly looking 
for a singular fact anymore,

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you're looking for knowledge,

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which is something way more
complicated and delicate.

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And to get to knowledge,

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you have to bring 10 or 20 
or 100 facts to the table

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and acknowledge them and say,
"Yes, these are all true."

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But because of who I am,

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young or old, black or white,
gay or straight,

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I will value them differently.

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And I will say, "Yes, this is true,

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"but this is more
important to me than that."

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And this is where it becomes interesting


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because this is where we become human.

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This is when we start to argue,
to form society

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and to really get somewhere.

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We need to filter all our facts here

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through friends and neighbors
and parents and children

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and coworkers and newspapers
and magazines

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to finally be grounded in real knowledge,

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which is something that a search engine
is a poor help to achieve.

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So I promised you an example
just to show you why it's so hard

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to get to the point of true, clean,
objective knowledge --

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that's food for thought.

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I will conduct a couple of
simple queries, search queries.

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We'll start by "Michelle Obama",


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the First Lady of the United States.

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And we'll click for pictures.


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It works really well, as you can see.

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It's a perfect search result, 
more or less.

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It's just her in the picture,
not even the President.

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How does this work?

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Quite simple,

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Google uses a lot of smartness 
to achieve this, but quite simply

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they look at two things
more than anything.

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First, what does it say in the caption,


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what does it say under the picture
on each website?

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Does it say "Michelle Obama"
under the picture?

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Pretty good indication
it's actually her on there.

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Second, Google looks at the picture file,

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the name of the file as such
uploaded to the website.

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Again, is it called "Michelle Obama.jpeg"?

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Pretty good indication it's not
Clint Eastwood in the picture.

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So you got those two and you get
a search result like this, almost.

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Now, in 2009, Michelle Obama
was the victim of a racist campaign

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where people set out to insult her
through her search results.

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There was a picture distributed widely
over the Internet

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where her face was distorted 
to look like a monkey.

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And that picture was published all over.

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And people published it
very, very purposefully

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to get it up there in the search results.

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They made sure to write 
"Michelle Obama" in the caption

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and they made sure to upload the picture
as "Michelle Obama.jpeg" or the like.

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You get why -- to manipulate 
the search result.

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And it worked, too.

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So when you picture-Googled 
for "Michelle Obama" in 2009,

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that distorted money picture
showed up among the first results.

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Now, the results are self-cleansing,

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and that's sort of the beauty of it

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because Google measures relevance
every hour every day.

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However, Google didn't settle 
for that this time,

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they just thought, "That's racist
and it's a bad search result

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and we're going to go back
and clean that up, manually.

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We are going to write 
some code and fix it",

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which they did,

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and I don't think anyone in this room
thinks that was a bad idea.

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Me neither.

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But then, a couple years go by,

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and the world's most googled Anders,


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Anders Behring Breivik,

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did what he did.

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This is July 22 in 2011 and a terrible day
in Norwegian history.

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This man, a terrorist, blew up
a couple of government buildings,

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walking distance from where we are
right now in Oslo, Norway

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and then he traveled to the 
island of Utøya

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and shot and killed a group of kids.

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Almost 80 people died that day.

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And a lot of people would describe
this act of terror as two steps,

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that he did two things:

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he blew up the buildings 
and he shot those kids.

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It's not true.

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It was three steps.

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He blew up those buildings,

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he shot those kids,

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and he sat down and waited
for the world to Google him.

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And he prepared 
all three steps equally well.

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And if there was somebody who
immediately understood this,

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it was a Swedish web developer,
or search engine optimization expert

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in Stockholm named Nikke Lindqvist,

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he's also a very political guy

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and he was right out there 
in social media, on his blog and Facebook.

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And he told everybody,

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"If there's something that
this guy wants right now,

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it's to control the image of himself.

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Let's see if we can distort that.

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Let's see if we, in the civilized world,
can protest against what he did

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through insulting him 
in his search results."

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And how?

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He told all of his readers the following,

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"Go out there on the Internet,


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find pictures of dog poop
on sidewalks --

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find pictures of dog poop on sidewalks --

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publish them in your feeds,
on your websites, on your blogs/

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Make sure to write the terrorist's
name in the caption,

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make sure to name the picture file
"Breivik.jpeg",

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let's teach Google that that's
the face of the terrorist."

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And it worked.

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Two years after that campaign
against Michelle Obama,

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this manipulation campaign
against Anders Behring Breivik worked.

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If you picture-Googled for him weeks after
the July 22 events from Sweden,

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you'd see that picture of dog poop
high up in your search result,

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as a little protest

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Strangely enough, Google 
didn't intervene this time.

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They did not step in and manually clean
those search results up.

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So the million-dollar question is,

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is there anything different between
these two happenings here?

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Is there anything different between
what happened to Michelle Obama

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and what happened 
to Anders Behring Breivik?

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Of course not.

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It's the exact same thing,

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yet Google intervened in one case
and not in the other.

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Why?

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Because Michelle Obama
is an honorable person, that's why,

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and Anders Behring Breivik
is a despicable person.

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See what happens there?

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An evaluation of a person takes place

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and there's only one player in the world,


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one power-player in the world

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with the authority to say who's who,

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"We like you, we dislike you.

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We believe in you, 
we don't believe in you.

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You're right, you're wrong.

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You're true, you're false.

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You're Obama, and you're Breivik.

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That's power if I ever saw it.

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So I'm asking you to remember
that behind every algorithm

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there's always a person,

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a person with a set of personal beliefs


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that no code could ever
completely eradicate.

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and my message goes out to 
not only Google,

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but to all believers in the faith
of code around the world.

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You need to identify 
your own personal bias.

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You need to understand that 
you are human

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and take responsibility accordingly.

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And I say this because I believe
that we've reach a point in time

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when it's absolutely imperative

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that we tie those bonds
together again, tighter:

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the humanities and the technology.

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Tighter than ever.

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And, if nothing else, to remind us
that that wonderfully seductive idea

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of the unbiased, clean search result


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is, and is likely to remain, a myth.

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Thank you for your time.

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(Applause)