“Information overload” is a phrase tossed around so often these days it’s starting to ring hollow. In a world that increasingly values immediacy as part of its news and current affairs, having “too much information” has adverse effects on efficiency, interest and understanding. Google, as one of the great indices of information (who hasn’t told someone to “just Google it”?), is very aware of this excess and so created their PageRank algorithm. Finklestein calls it a “major advance”, but admits that the algorithm is not infallible, being subject to “Google spamming” and “Google bombing”. There are a raft of concerns that go hand-in-hand with the PageRank system; a hierarchy of popularity, and offensive or misleading pages obtaining a high rank because of loopholes in the algorithm. Something Finklestein glosses over is the personal element to Google and its ability to know me better than I know myself, tailoring results based on my past uses and history. All this can be dubious if you look at it for too long, but Google’s Autofill and tailored results are undeniably handy in this time-pressed world. Google gives me the ability to accept or reject its suggestions, but more importantly lets me maintain a sense of individuality, allowing my personality and preferences to shine through the billions of pages on the Google index.