Luci e ombre di Google - English

In recent years, Google has established itself as a major point of Internet access. We have progressively adapted to its sober, reassuring interface and its advertisements (discretely off to the side, yet always present). We have adopted its services and the habit of using it so much that it has become a form of behavior: “If you don’t know what it is, Google it!”
Google has been a master at taking advantage of our need for simplicity. We sit before a colossus, an incredibly pervasive system of managing knowledge, comprising aggressive marketing and shrewd management of its own image, and the propagation of highly configurable interfaces that are still implacably recognizable. There has also been the cooptation the methods for developing Free Software, the use of futuristic systems for gathering and storing data.
What is behind the most consulted search engine in the world?