• The first letter of every Google search throws up a top-ten of eager suggestions. This function has a name but I'm not going to look it up. (Yes I am, it's called Google Instant, so I now know that 'Using Google Instant can save 2-5 seconds per search'. I didn't need to know that). This is 'search enhancement' that feeds the herd. Google has no idea what I want, but the Google prediction comes from where other people typing these letters most often ended up. So a search for 'Richard Beard' offers a pathway from Rate My Professor through Ringworm and Ricin before I've even arrived at 'Rich'. From 'Richa' onwards all the predictions are for Richards far more

    May 30,