![]() Everyone snapped into action, no questions asked, which prompts Edwards to say that Brin and Page saw themselves as modern Edward R. After the September 11 attacks, Brin decided to host news on the site because mainstream sites were crumpling under the heavy traffic. Page started scanning every book in the world, just because he wanted to. Page and Brin especially sound like they had fun in the early years, in part because Google, at least before it went public, was their personal plaything. It was a bastion of dot-com excess that managed to survive into the 21st century. Soul Caliber battles, and impromptu water-gun fights. There were weekly roller-hockey games, 2 a.m. The early Googleplex sounds like a blast. The founders’ faith was shared by Google’s employees, who practically lived in the office, adding to the feeling of a religious order-a Silicon Valley monastery with free massages and gourmet lunches. He was chastised for saying that though he sometimes disagreed with them, the founders were “almost always right.” Heresy. To Edwards’ astonishment, Brin proposed donating the entire advertising budget to inoculate Chechen refugees against cholera.Įdwards depicts Brin and Page’s faith in their company, and in their company’s virtuous mission, as almost religious. Not just the hacker’s good of open information, but conventional, altruistic, volunteer-at-your-local-soup-kitchen good. And Google, according to the founders, was a force for good. ![]() Any deception or inefficiency that impeded the flow of information was evil. Advertising was evil, pay-for-placement Internet search was evil, spam was evil. ![]() “Don’t be evil” didn’t become the company’s slogan till much later-and only after a sustained guerilla campaign by one employee, who scrawled it on every available surface)-but Edwards says the sentiment pervaded Google from the beginning. Pop-up ads, coupons, sweepstakes, and other publicity gimmicks, Page said, prey on people’s stupidity. In an early meeting with Edward, Page said bluntly that “marketing likes to lie,” and both founders insisted the quality of their product ought to speak for itself. Brin and Page soon made clear that any advertising budget was too high. ![]() The company’s previous marketing head had been sent packing after proposing an advertising budget that Google’s founders, Larry Page and Sergey Brin, thought was too high.
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