You might remember that I ditched the Google Toolbar a couple of months ago. Steve Rubel is reporting on another good reason to do so: the newest version includes a feature called Autolink. Greg Linden explains it very simply: with this feature turned on, Google’s modifying web page content to add its own links. For example, addresses are linked to Google Maps pages. Book ISBNs and package tracking numbers are linked too.
The folks at Google Blogoscoped toss this off with “talk about the Google OS taking over our lives”, but you know what? Microsoft tried something similar with their IE support for smart tags. Smart tags are exceptionally useful in Office, because you can easily write your own smart tag code to recognize objects unique to your business (like chemical compound names for a pharmaceutical company). I wrote one that recognizes scripture verses (you know, like “John 3:16”). When MS proposed extending this feature to IE, the furor was incredible. Walt Mossberg, Dave Winer, Dan Gillmor, and a host of other influencers immediately started screaming that Microsoft was taking control over web content and generally acting like an 800-lb gorilla. The EFF even opined that the MS smart tag implementation might be illegal. In fact, here’s what Chris Kaminski had to say:
Even if smart tags don’t violate copyright or deceptive trade laws, they still violate the integrity of the web. Part of the appeal of the web is that it allows anyone to publish anything, to take their thoughts, feelings and opinions and put them before the world with no censors or marketroids in the way. By adding smart tags to web pages, Microsoft is interposing itself between authors and their audience. Microsoft told Walter Mossberg “the feature will spare users from ‘under-linked’ sites.” Microsoft is in effect deciding how authors should write, and how developers should build, websites.
Worse, Microsoft’s decisions may be at odds with the intent of the site’s author or developer. If an Internet Explorer 6 user visits Travelocity and looks at a page with information on visiting Nice, France, the smart tag that aggravated Thurrott will link the word “Nice” to Microsoft’s Expedia site. With smart tags, Microsoft is able to insert their ads right into competitors’ sites.
Microsoft is crossing the Rubicon of journalistic and artistic integrity. Editors and authors no longer have final authority over what their sites say; Microsoft and its partners do. For a preview of what the web may look like for Internet Explorer 6 users who also have Office XP or Windows XP installed, take a look at InteractiveWeek’s Connie Guglielmo’s preview. With smart tags, Microsoft is effectively extending its role from being a supplier of tools people use to view content to being the executive editor and creative director of every site on the web.
So, check that out: Kaminski accuses Microsoft of “deciding how authors should write”, “insert[ing] their ads right into competitors’ sites”, and becoming “the executive editor and creative director of every site on the web”. He left out barratry and mopery and dopery in the spaceways, but that’s still a pretty damning list.
Now Google’s doing the same thing. Will we see the same reaction?
My guess is “no”. Google’s widely publicized mantra of “don’t be evil” is increasingly often being used to excuse behavior for which Microsoft, Oracle, or IBM would be roundly condemned. This is just the latest such instance. Don’t get me wrong: as a user, I think Autolink could potentially be a useful feature (but then I thought the same thing about smart tag support in IE). As a web content provider, I’m not comfortable with the idea that another entity (which may not have my best interests at heart) is modifying my content before someone else sees it. If Microsoft was wrong then, so Google is wrong now.
SearchEngineWatch says “the commercial possibilities are massive”– I’d have to agree. My somewhat cynical guess, though, is that , and that raises the question of whether it’s OK for Google to make money by modifying other people’s web content. My guess would be “not so much”– look back at the Kaminski quote and see the part about ad insertion again. On the other hand, I see that Dave Winer is labeling this as “a line they must not cross”– an encouraging early sign.
Update: Adam Gaffin points to this article, pointing out that I have Google ads enabled. True. One prominent difference, of course, is that I get to choose whether ads appear on my page or not; I have some reasonable control over the ads’ appearance, and I could filter out competitors if I wanted to. Autolink doesn’t provide any of these features, except that it allows you to disable it. If I’m an Amazon affiliate, let’s say, how do I stop Autolink from doing something nasty to Amazon links on my page? Sure, it might not do that now, but as any competitive strategist knows, you judge competitors by their capabilities, not by their intentions.
