Given Google's 65-per-cent market share, and the effort by Microsoft Bing to tackle its dominance, there is much at stake in the realm of organizing the world's information.
Like any successful industrial process, it sustains continual improvement, and Wired comes as close as any outlet in articulating the changes.
"This flexibility — the ability to add signals, tweak the underlying code, and instantly test the results — is why Googlers say they can withstand any competition from Bing or Twitter or Facebook. Indeed, in the last six months Google has made more than 200 improvements, some of which seem to mimic — even outdo — the offerings of its competitors."
"That’s why Google is such a fearsome competitor; it has built a machine nimble enough to absorb almost any approach that threatens it — all while returning high-quality results that its competitors can’t match," Steven Levy concludes.