This is a feelings post. Meaning it contains things I feel, more than things I know or can reliably speculate about. It comes in the wake of Google’s announcements at its recent I/O conference.

The way I’m feeling things, Google is essentially repaving what we’ve been referring to as The Information Superhighway, better known as the Internet.
Gone (or soon to be gone) is the Google most Internet pedestrians think of when they think of Google. Google has decided it’s ready to quit A/B testing and slowly spoon feeding us Artificial Intelligence, and chosen to bulldoze new paths ahead that will be all AI, all the time, everywhere.
From what I’m seeing if you want to use Google’s products, whether it’s on a Google device, Samsung or other Android device, or even an Apple device, you’re serving Google in larger ways, while serving yourself.
This has and continues to be a race that Google has always had the resources to win, and for the next few laps at least it feels like they will. Frankly, I don’t see the others being able to compete on that scale, for the simple reason that like it or not, Google is far more entrenched in users minds as a go to than any of the others.
Also, the other competitors may be good at creating code, but they appear far more incompetent at selling what they offer. Google has become pervasive enough, that it doesn’t need to care as much.
As to feelings, this does feel bad as it feels inevitable. I liken it to the days of Interstate construction that spread across this country. Entire generations have grown up not knowing how to drive great distances without traveling along an Interstate. Sure, there are folks who avoid them and take their time along more conventional routes, but that’s a very distinct minority.
Eventually there will be entire generations that will never know what the verb “Google” meant, the way those understand it today, just like those pre-Interstate generations of drivers. Even so, I’m guessing using it as a verb will probably mean the same to those down the road in the same way my grandkids don’t distinguish driving to grandpa’s house any differently than I do, when what today would take less than an hour, back then took at least two, often three.
But like many communities that slowly died out when Interstates and expressways bypassed towns, depressing changes will come to the Internet as Google owns more of the traffic and shares less, and essentially has to charge tolls to head down it’s superhighway, that used to be free.
I’m still digesting the news from this week, and I don’t think the story has been completely told yet. There’s also no way to know that if any of these promises will ever pan out. (Google is as famous for announcing what might never come to pass as it is for search.) That’s why this is a feelings post. Perhaps one of the most unsettling feelings I have about all of this is that Apple, by adopting Google’s approach to AI, in lieu of its own failing efforts, is helping create an Internet universe that for most users, will essentially be controlled by Google. Samsung is already all in, Apple as of this fall will be too. That essentially means that buying a smartphone from one of the largest two sellers, or any other that uses Android, is buying a ticket to travel on Google’s superhighway.
The various theories that suppose Apple is doing this as a stop gap until it can come up with its own solution the way it had to with Maps back in the day, don’t hold much water in the vessel that is my brain. There’s money to be made certainly, but there’s money (lots of money) that needs to be spent to construct all of whatever Google thinks it has going. My hunch is Apple will let Google spend the dough, take the credit and the blame, (there will be plenty of both) and happily collect a percentage as long as it can still sell iPhones and other hardware.
We live in interesting times.
(Photo from Rob J. Follet on Shutterstock)
You can also find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above. This site does not use affilate links.











