![]() As Bruce Schneier says, "anyone can design a security system that they themselves can't break. Take security: it's an iron law that "there is no security in obscurity." A system that is only secure when its adversaries don't understand how it works is not a secure system. Google, we were told, had achieved such intense scale that the normal laws of commercial and technological physics no longer applied. This is the argument that Google's defenders have put forward in their messaging on the long-overdue antitrust case against Google, where we learned that Google is spending $26b/year to make sure you never try another search engine: That's why it was so imperative that they pursue such aggressive growth, buying up hundreds of companies and integrating their products with search so that every mobile device, every ad, every video, every website, had one of Google's tendrils in it. Google has long maintained that its scale is the only thing that keeps us safe from the scammers and spammers who would otherwise overwhelm any lesser-resourced defender. Google insists that this isn't true, and if it is true, it's not their fault because the bad guys out there are so numerous, dedicated and inventive that Google can't help but be overwhelmed by them: The SEO industry spends every hour that god sends trying to figure out how to sleaze their way to the top of the search results, and even if Google defeats 99% of these attempts, the 1% that squeak through end up dominating the results page for any consequential query: ![]() They're the SEO equivalent of script kiddies, and they're running circles around Google: These aren't hyper-resourced, sophisticated attackers. Sometimes, these are high-stakes scams played out by well-resourced adversaries who stand to make a fortune by tricking Google:īut often these scams are perpetrated by petty grifters who are making a couple bucks at this. A surprising number of those ads are scams. The top of the page is dominated by spam, scams, and ads. A funny thing happened on the way to the enshittocene: Google – which astonished the world when it reinvented search, blowing Altavista and Yahoo out of the water with a search tool that seemed magic – suddenly turned into a pile of shit.
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