2009 was not as big of a year for Internet and information technology (“info-tech”) policy books as 2008 was, but there were still some notable titles released that offered interesting perspectives about the future of the Net and the impact the Digital Revolution is having on our lives, culture, and economy.  So, like last year, I figured I would throw together my list of the 10 most important info-tech policy books of the year.

First, let me repeat a few of the same caveats and disclaimers that I set forth last year.  What qualifies as an “important” info-tech policy book? Simply put, it’s a title that many people are currently discussing and that we will likely be referencing for many years to come.  However, I want to be clear that merely because a book appears on my list it does not necessarily mean I agree with everything said in it. In fact, as was the case in previous years, I found much with which to disagree in my picks for the most important books of 2009 and I find that the cyber-libertarianism I subscribe to has very few fans out there.

Another caveat: Narrowly-focused titles lose a few points on my list. For example, if a book deals mostly with privacy issues, copyright law, or antitrust policy, it does not exactly qualify as the same sort of “tech policy book” as other titles found on this list since it is a narrow exploration of just one set of issues with a bearing on technology policy.

With those caveats in mind, here are my choices for the Most Important Info-Tech Policy Books of 2009.

(1) Chris Anderson – Free: The Future of a Radical Price

Chris Anderson’s 2006 book The Long Tail will be remembered as one of the most influential tech policy books of the decade.  It changed the way we talk about the digital marketplace and it instantly garnered a huge audience outside of the nerdy world of Internet policy.  While Free: The Future of a Radical Price will forever live in the shadow of The Long Tail, it too is an important book and in many ways it is a much better one.

In The Long Tail, Anderson tried too hard to invent the latest business theory du jour, and in doing so he went much too far in proclaiming that, as the subtitle of the book argued, “the future of the business is selling less of more.”  That’s just not true. While there’s certainly a lot more action in the long tail than ever before since it is so much more accessible, that does not mean the entire future of business lies in “selling less of more.”  To the contrary, the fat head of the tail is just as profitable as ever.

Free certainly contains some of the flamboyance on display in The Long Tail, but Anderson has matured as a writer and is now far more willing to point out the limitations of his theories in a business sense.  He does a splendid job in Free of creating a taxonomy of free-oriented business models to guide discussions about these issues.  And he explains how “free” can be part of many different business models and strategies. His historical treatment of the issues is outstanding and includes many entertaining examples of how these “free” strategies have been used over time to offer innovative new goods and services.

The reason his book is important for Internet policy discussions is obvious: “free” is increasingly viewed as a threat to many existing companies, industry sectors, and traditional media business models.  For example, battles about the future of journalism and search engine indexing of news sites are obviously tied up with battles over “free.”  And, it goes without saying that the traditional entertainment industry business models are increasingly challenged by “free” as many struggle to adapt to the new realities of the online world, in which “free” (primarily advertising-supported  and “freemium” models) seems to be the only model with any legs.

Much like my top pick for 2008 book of the year, Jonathan Zittrain’s The Future of the Net and How to Stop It, Chris Anderson’s Free is the most important information technology book of the year because it is the one we will still be talking about the most a decade from now.  However, unlike Zittrain’s book and thesis, which I think will be largely discredited in another ten years, Anderson’s book will likely be viewed as an important and lasting contribution to the field.

(2) Larry Downes – The Laws of Disruption: Chaos and Control in Your Virtual Future

The Laws of Disruption is the closest thing you will find to a genuine cyber-libertarian manifesto these days.  But Downes isn’t a rigid ideologue; his skepticism of government regulation of the high-tech economy is based more on practical considerations and the fundamental “law of disruption”: “technology changes exponentially, but social, economic, and legal systems change incrementally.” Downes says this law is “a simple but unavoidable principle of modern life” and that it will have profound implications for the way businesses, government, and culture evolve going forward. “As the gap between the old world and the new gets wider,” he argues, “conflicts between social, economic, political, and legal systems” will intensify and “nothing can stop the chaos that will follow.” In this sense, The Laws of Disruption reads like an addendum to one of Alvin Toffler’s old books on technology and futurism in that Downes is essentially walking us through the practical consequences of life in a “post-industrial society.”

In terms of what it all means for public policy, Downes doesn’t so much fear legal and regulatory over-reach the way many cyber-libertarians do. Rather, he thinks most regulatory schemes just won’t work. In essence, he is a technological fatalist or consequentialist: Progress happens whether we like it or not, so get used to it!  Thus, the “laws of disruption” he articulates serve primarily as “Just-Don’t-Bother” warnings to over-eager government meddlers. “The best way to regulate innovation is to leave it alone,” he counsels.

In terms of structure, The Laws of Disruption resembles Blown to Bits: Your Life, Liberty, and Happiness After the Digital Explosion by Abelson, Ledeen, and Lewis, (which I reviewed here last year and named to my 2008 list). Both books survey a vast swath of territory — privacy, copyright, security, etc — and each chapter offers unique perspectives on each debate. In that sense, the book is useful to readers if for no other reason than you get a taste for how a wide variety of issues are playing out. Downes also owes much to Clayton M. Christensen and his seminal 1997 book The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail. Like that book, The Laws of Disruption is a business book with a strong policy hook.  That is, both books focus on advice-dishing for companies and innovators looking to “stay ahead of the curve” in the midst of relentless, gut-wrenching technological change, but the books also include important lessons regarding the public policies that should govern high-tech sectors.

I highly recommended The Laws of Disruption and found it to be the most enjoyable of all the books I read this year.

(3) Dawn C. Nunziato – Virtual Freedom: Net Neutrality and Free Speech in the Internet Age

Dawn Nunziato is the perfect foil for Larry Downes. Her book is a manifesto for cyber-collectivism and “media access theory.”  (For those unfamiliar with media access theory, see my old essay: “Your Soapbox is My Soapbox! Thoughts on the Media Access Movement in General and the Media & Democracy Coalition’s ‘Bill of Media Rights’ in Particular.”)  She attempts to bring media access theory up to date by taking the ideas made famous by Jerome Barron, Owen Fiss, Cass Sunstein, and others, and applying them to the Internet and digital technologies.  Like those earlier legal thinkers, she argues for “an affirmative conception” of the First Amendment that would allow government to use the First Amendment to “facilitate the conditions necessary for democratic self-government” (whatever that means). Net neutrality regulation becomes one of many ways she would put this theory into action. Importantly, she would not stop with ISPs. She makes the case for extending the entire regulatory regime to Google and search platforms. Welcome to the Brave New World of the the FCC as the Federal Search Commission or Federal Cloud Commission!

Her attempt to cast Net neutrality as the Internet’s First Amendment is a grotesque contortion of the real First Amendment, and a complete betrayal of the Founder’s original intentions.  As I made clear in my recent essay on “Net Neutrality Regulation & the First Amendment,” the Internet’s First Amendment is the First Amendment, not some new, top-down, heavy-handed regulatory regime that puts the Federal Communications Commission in control of the Digital Economy. Her conception of the First Amendment would convert it from a shield against government control into a sword that the government could use as it wished. It would mean that “Congress shall make no law…” would suddenly be replaced by “Congress shall make whatever law it wants” so long as it serves some amorphous “public interest.” Can you say “tyranny of the majority”?

Regardless, event though I find her views to be morally repugnant and the antithesis of true digital freedom, Nunziato’s book is a concise articulation of that vision and it deserves everyone’s attention. It serves as a blueprint for where the Net neutrality wars are taking us.

(4) David Bollier – Viral Spiral: How the Commoners Built a Digital Republic of Their Own

David Bollier’s Viral Spiral is the first major history of the “digital commons” / “free culture” movement, and despite my many person disagreements with him and this movement, it is an excellent treatment of the topic. Bollier surveys this growing intellectual movement from its early open source days to the rise of the Creative Commons and on into the present.  The cast of characters in this drama will be well-known to anyone involved in modern tech policy debates: Richard Stallman, Lawrence Lessig, Jonathan Zittrain, Yochai Benkler, et al.

There is absolutely no doubt that this intellectual movement is winning the war of ideas in cyberlaw front today, as I noted in a recent debate with Lessig and Zittrain over at Cato Unbound.  As a cyber-libertarian, I find myself occasionally at odds with these guys and this movement on a variety of policy issues, but that didn’t stop me from enjoying David Bollier’s treatment of this movement and these issues.

(5) David Post – In Search of Jefferson’s Moose: Notes on the State of Cyberspace

David Post is one of the early intellectual giants in the field of cyberlaw. Back in the days when most of us were still just trying to get our 14.4 modems to work properly to get on Al Gore’s “Information Highway,” David Post was writing essays and law review articles that were a decade ahead of their time.  In particular, his work on Internet governance and jurisdictional matters was path-breaking, and much of it is updated and extended in Jefferson’s Moose.

I must admit, however, that I was hoping for a bit more from David in this book.  Beyond just being a first-rate intellectual in this space, he is also one of the few remaining defenders of “Internet exceptionalism,” and he has genuine cyber-libertarian leanings.  After waiting almost 10 years for David to wrap this thing up after he first told me about it back around 2000, I was thinking he might come up with the sort of cyber-libertarian manifesto I’ve always hoped he would write.  Although he fell a bit short in that regard, it doesn’t mean it’s not a good book. It is. You will enjoy it no matter what cyber-philosophy you subscribe to.

Read my entire review of Jefferson’s Moose here.

(6) Dennis Baron – A Better Pencil: Readers, Writers, and the Digital Revolution

Baron’s A Better Pencil is a splendid history of techno-pessimism and the endless battles about the impact of new technologies on life and learning, something I have written about here before in my essays on “Internet optimists vs. pessimists” (See: 1, 2, 3).   Baron notes that almost as soon as people learned to put chisel to stone and then quill to paper, a great debate began about the impact of new communications technology on culture and education. And that debate rages on today with a new generation of optimists and skeptics battling over the impact that computing, the Internet, and digital technologies have on our lives and on how we learn about the world.

Baron walks us through a litany of historical examples—the printing press, the telegraph, telephones, typewriters, pocket calculators, personal computers, word processors, webpages, blogs, social-networking sites, and more—and identifies the usual pattern: we greet each new technology with deep distrust and dire warnings, but in time we adapt to the new realities. Indeed, as a species, we have an unparalleled ability to learn new ways of doing things. We don’t always like technological change, and often we deeply resent or fear it, but in the end, we learn to live with it and eventually to embrace it.  With the rise of the Internet and digital technologies, we see this pattern unfolding once again. But Baron counsels patience and understanding instead of the sort f hysteria and backlash we see from the likes of Andrew Keen, Lee Siegel and others.  It’s a refreshing and uplifting perspective.

Highly recommended. See my complete review of Baron’s A Better Pencil over at the City Journal website.

(7) Mark Helprin – Digital Barbarism: A Writer’s Manifesto

No book has been more disappointing to me in recent memory than Mark Helprin’s Digital Barbarism. As someone who still finds a lot to defend in copyright law, I was excited when I learned that one of America’s most gifted authors–and the author of my favorite literary work of the late 20th century (A Soldier of the Great War)–was taking a crack defending copyright in a short manifesto.

Alas, as I argued in my review of the book for National Review, while Helprin occasionally rises to great heights in his defense of copyright, he too often sinks to lamentable lows–by resorting to the same unbecoming rhetorical tactics used by the “cyber-mob” he seeks to condemn. Indeed, his book is filled with gratuitous vitriol and neo-Luddite ramblings about the Internet and Information Age that severely detract from his defense of copyright. Channeling the ghost of the late social critic Neil Postman, Helprin’s critique of copyright skeptics quickly turns into an all-out assault on modern digital culture and cyberspace. He argues that we are witnessing “the decline of culture,” the “mechanization of the soul,” our “intellectual and spiritual destruction,” and the rise of a movement of “wacked-out muppets led by little professors in glasses” that “threatens in a decade or two to dissolve the accomplishments of millennia, reordering the ways in which we think, write, and communicate.” And it just gets worse from there. Much like recent rants by Andrew Keen and Lee Siegel, Helprin speaks repeatedly about the “surrender of human nature” to “the machine revolution” and the corresponding need to “control the machine.”

How a man who has penned some of the most beautiful prose in modern times could craft an off-the-rails screed of this magnitude remains incomprehensible  to me.  What’s worse is that he set back the cause of defending what’s best about copyright in the process. Luckily for Helprin, there’s plenty of hysteria on the other side, as the next book on my list makes clear.

(8) William Patry – Moral Panics and the Copyright Wars

Bill Patry is an angry man. He is the anti-Helprin. The vitriol that Helprin directs against the copyright-haters is reversed in this screed and turned against not just copyright holders and content creators, but against the entire capitalist system. Patry, who is the author of a multi-volume treatise on copyright law, has done the intellectual equivalent of “going postal” within his own intellectual community. He has turned his intellectual guns on anyone and everyone who has ever had a kind word to say about copyright. He cannot find one nice thing to say about copyright or anyone who defends copyright in this book. Not one.

What’s most ironic about the book is that Patry seems utterly oblivious to the fact that in the process of critiquing the inflammatory rhetoric and “misuse of language” occasionally emanating from some copyright defenders, he goes completely over the top himself and engages in even more egregious rhetorical flourishes. Choice gems from the book include: “digital guillotines,” copyright as “cancer,” “copyright dwarves,” Maoism, the “sins” of copyright, “socialism for the wealthy,” and a comparison of the DMCA to “Mussolini’s Fascist Italy.”  Apparently when it comes to the “misuse of language,” Patry believes that two wrongs make a right.

And then there is his mind-boggling conclusion that: “I cannot think of a single significant innovation in either the creation or distribution of works of authorship that owes its origins to the copyright industries.”  Apparently, every great book, every great movie, every great video game, and ever great musical composition of the past century was done solely for the love of it all. Copyright had apparently had absolutely nothing to do with it according to Patry’s logic. That is just an astonishingly naive notion, in my opinion. Apparently this man’s hatred for copyright-related industries is so intense that it has blinded him to any potentially positive effects of copyright law. If nothing else, it would have been nice to see Mr. Patry address how it is that America is the world’s leading creator and exporter of creative arts.  Certainly copyright law must have had something to do with that!

Chapter 5 of his book makes it clear that Patry’s critique of copyright is actually rooted in a much deeper suspicion about capitalism itself.  He speaks of “the myth of economic freedom” and claims that “free market fundamentalism… destroyed much of the world’s economies.”  He then launches into a neo-Marxist critique of property rights more generally, treating property as a zero-sum game of winners and losers.  At times it all begins to sound like a rant from an old Herbert Marcuse book with questions like: “why are the interests of one social group favored over another?” and “What social objective is being furthered by the decision to privilege one group over another?”  And there’s all sorts of talk about “regulation in the public interest,” which I have critique as a meaningless non-standard here many times before.

In the end, Patry’s book will–along with Helprin’s–long be remember as marking the nadir in the “copyright wars;” a moment when grown men of great intelligence decided to trade in their integrity for the opportunity to engage in below-the-belt rhetorical cheap shots that would typically be reserved for college student debating politics over beers and shots at two in the morning.  They should both be ashamed of themselves.

(9) Gary Reback – Free the Market!  Why Only Government Can Keep the Marketplace Competitive

Gary Reback’s over-the-top ode to antitrust as the great savior of capitalism reads like an extended love letter. As I noted in my lengthy critique of his book, his fairy tale narrative of antitrust as the savior of capitalism is hopelessly one-sided, and his recommendations to expand antitrust enforcement wouldn’t “Free the Market” as he argues in his book’s shameful title, but would instead wrap it in regulatory chains.

He repeatedly insults the intelligence of the reader by claiming antitrust is supposedly not a form of economic regulation and that is can only have beneficial effects. He wants antitrust officials to intervene early and often in high-tech markets to guide markets to a supposedly better place. Reback considers just about everything “the Chicago School” taught us to be antitrust apostasy and he would like to erase four decades worth of economic literature and evidence that suggests antitrust law is a form of economic regulation and does have unintended consequences that often hurt consumer welfare.  Even if you are not an inherent antitrust skeptic like me, I think most people would hope for a better treatment of the other side of this story.

Read my lengthy review of Reback’s Strangle Free the Market here.

(10) tie – Tyler Cowen – Create Your Own Economy: The Path to Prosperity in a Disordered World and John Freeman – The Tyranny of E-Mail: The Four-Thousand-Year Journey to Your Inbox

OK, so I just couldn’t figure out which of these two to cut from the list so I took the easy way out by having them tie for the last slot!  In this case, however, there’s another reason it makes sense for both of them to round out the list: Both Freeman and Cowen explore how humans are coping with information overload–albeit from two very different perspectives.

As I noted in my lengthy essay on the topic earlier this year, Cowen is an unrepentant optimist. He believes humans have the ability to adapt to new technological realities and a world of information abundance. In fact, Cowen argues, new tools and information gathering and processing technologies actually “lengthens our attention spans in another way, namely by allowing greater specialization of knowledge.”

John Freeman, by contrast, wants us all to take a high-tech time out. Like other Internet skeptics, he is worried that cyberspace and digital technologies are reshaping humanity–and not for the better. “If we are to step off this hurtling machine, we must reassert principles that have been lost in the blur,” he argues. “It is time to launch a manifesto for a slow communication movement, a push back against the machines and the forces that encourage us to remain connected to them.”

Unlike most other Internet pessimists, however, Freeman’s tone is more measured and his recommendations more reasonable.  Of course, it helps that he is magical wordsmith. Even if you find yourself disagreeing with many of his ultimate conclusions–as I did–you should read The Tyranny of E-Mail for a lesson in how to construct an argument and to appreciate the gift of fine writing. It’s easily the best tract by any Net skeptic since Nick Carr’s The Big Switch, and a much better one in many ways. It will force you to ask tough questions about the impact of the Information Age on you and the world around you.  Nonetheless, I remain an unrepentant techno-optimist (albeit a pragmatic one)!

Honorable Mentions: Here are a couple of other books that I couldn’t fit on my list but that you might want to also consider adding to your bookshelf:

• Manuel Castells – Communication Power
• James Boyle – The Public Domain: Enclosing the Commons of the Mind
• Randall Stross – Planet Google: One Company’s Audacious Plan to Organize Everything We Know [my review]
• Ken Auletta – Googled: The End of the World As We Know It [my review]
• Scott Rosenberg- Say Everything: How Blogging Began, What It’s Becoming, and Why It Matters
• John W. Dozier Jr. and Sue Scheff – Google Bomb

Please let me know what titles might be missing from this list and which books you think are the best of the year.

And speaking of bookshelves, here’s my Shelfari digital bookshelf in case anyone is interested. If you hadn’t figured it out yet, I am a bit of book nerd!  My life is spent swimming through oceans of paper.  My friends often ask me, “How can you spend so much time reading?” My question back to them is: “How can you not?”

I just finished Ken Auletta’s latest book, Googled: The End of the World As We Know It, and I highly recommend it. Auletta is an amazingly gifted journalist and knows how put together a hell of good story.  It helps in this case that he was granted unprecedented access to the Google team and their day-to-day workings at the Googleplex. I’m really shocked by the level of access he was granted to important meetings and officials–over 150 interviews with Googlers, including 11 with CEO Eric Schmidt and several with founders Sergey Brin and Larry Page.  That’s impressive.

The book shares much in common with Randall Stross’s excellent Planet Google: One Company’s Audacious Plan to Organize Everything We Know, which I reviewed here earlier this year.  Both books recount the history of Google from its early origins to present. And both survey a great deal of ground in terms of the challenges that Google faces as it matures and the policy issues that are relevant to the company (privacy, free speech, copyright law, etc).

What makes Auletta’s book unique is the way we taps his extensive “old media” world contacts and integrates such a diverse cast of characters into the narrative — Mel Karmazin (former Viacom, now Sirius XM), Bob Iger (Disney), Howard Stringer (Sony), Martin Sorrrell (WPP), Irwin Gotlieb (Group M), and even the Internet’s “inventor”–Al Gore!   Auletta interviews them or recounts stories about their interactions with Google to show the growing tensions being created by this disruptive company and its highly disruptive technologies.  There are some terrifically entertaining anecdotes in the book, but the bottom line is clear: Google has made a lot of enemies in a very short time.

Indeed, the book is as much about the decline of old media as it is about Google’s ascendancy.  What Auletta has done so brilliantly here is to tell their stories together and ask how much old media’s recent woes can be blamed on Google and digital disintermediation in general. “If Google is destroying or weakening old business models,” Auletta argues, “it is because the Internet inevitably destroys old ways of doing things, spurs ‘creative destruction.’ This does not mean that Google is not ambitious to grow, and will not grow at the expense of others. But the rewards, and the pain, are unavoidable,” he concludes. Google is essentially just the tip of a giant wave of digital disintermediation that is tearing through the media landscape, Auletta argues. But because it is the biggest and most visible part of this wave, it invites greater scrutiny and scorn.  And then there are more profound questions about Google and the digital disintermediators: “What we don’t know is whether the new digital distribution systems will generate sufficient revenue to adequately pay content providers.”  Auletta isn’t just talking about old media giants, but about content creators in general. It’s the “digital sharecropper” concern that Nick Carr has articulated in his book about cloud computing, The Big Switch. [reviewed here]  In the relentless pursuit of greater efficiencies, do digital disintermediators destroy the cross-subsidization methods that have traditionally funded the creation of news, information, and entertainment? If so, are we better off because older, “less efficient” ways of doing business are replaced with better ones. Or are we instead left with less high-quality journalism and entertainment because of funding streams are drying up or being siphoned off by the new digital disintermediators?

Those are heated question frequently debated by Internet optimists and pessimists. It’s a great debate, and one that will no doubt continue to rage for many years to come. The problem for Google — as the interviews Auletta conducts with others in the book makes clear — is that it will increasingly become the scapegoat for every problem under the digital sun. “To blame Google is to prescribe a cure from the wrong illness,” Auletta notes.  Nonetheless, as the biggest and most visible of the digital disruptors, it’s clear the company will have a target on its back for many years to come.

Worse yet for Google, Aulleta states, is that the company is “waking the government bear,” not just because of its growing size but also because of the sheer amount of information it collects and puts at the world’s disposal.  Privacy, child safety, defamation, and copyright are just a few of the concerns raised by Google’s mission “to organize the world’s information and make it universally accessible and useful.”  Google has gone to great pains to address these concerns, but it’s unlikely to ever be enough to satisfy government officials, who will be fielding increasing complaints from disgruntled competitors and activist groups at the same time.

These concerns could play into the hands of those who think antitrust action against Google is needed. Indeed, I fear that’s on the way given the myopia of Washington. As I pointed out in my lengthy review of Gary Reback’s ode to antitrust regulation, Free the Market: Why Only Government Can Keep the Marketplace Competitive, the static competition, fixed-pie mindset that rules Washington leads many to support antitrust crusades against the tech giants of the day.  In the 70s it was IBM. In the 90s it was Microsoft.  In the next decade it will likely be Google.

“Today, Google appears impregnable,” Auletta notes, “But a decade ago so did AOL, and so did the combination of AOL Time Warner.”  Indeed, I have written extensively about that deal and many others that critics predicted would bring on a techno-apocalypse.  Of course, we know how the story ended in those cases. Markets and technologies evolved while the old giants rested on their laurels. Dynamic competition and innovation are the rule; the static mindset crowd that pretends today’s giants are the end of the story just don’t have history on their side.

But that doesn’t mean Google will be able to avoid a massive regulatory onslaught. In fact, I have pending bets going right now with several friends that, before the Obama Administration leaves office, it will launch the biggest, most costly antitrust jihad in U.S. history against Google.  I can’t tell you how much I am hoping to lose those bets.

P.S. I have enjoyed many of Auletta’s earlier articles and books, especially Backstory: Inside the Business of News (2003),  but I highly recommend that you check out the latest essay he posted on his blog about “Media Maxims.”  Outstanding insights.

I finally got around to reading Planet Google: One Company’s Audacious Plan to Organize Everything We Know, by Randall Stross. It’s very well done. Stross is a frequently contributor to the New York Times and the author of several other interesting books on the technology industry. He knows how to weave a story together, and it helps that Google’s story is a pretty amazing one.

Each chapter discusses a different part of Google’s growing family of services — GMail, Google Maps, Google Earth, Book Search, and YouTube. Of course, it all started with search and Stross does a good job explaining how the ingenious Google search algorithm has grown from dorm room project to the greatest aggregator of human knowledge that the world has ever known. This, in turn, has powered Google’s hugely successful online advertising system. The real secret of their success with online advertising, Stross argues, is that “Google’s impersonal, mathematical approach search also provides you with the ability to serve advertisements that are tailored to a search, rather than to the person submitting the search request, whose identity would have to be known.”

Despite the benefits of such generally anonymous searching, as Google has grown and added new services and capabilities, concerns about the sheer volume of data that the company collects have led to heightened privacy concerns. Indeed, privacy is a core theme that Stross uses in the book to tie many of the chapters and issues together. Google is constantly struggling to strike the right balance between providing more access to the world’s information while also being careful not to raise privacy concerns. But it’s unclear exactly how much more information collection that users (or public officials) will tolerate before advocating stricter limits on Google’s reach.  As Stross points out:

Guided by its founding mission, to organize all the world’s information, Google has created storage capacity that allows it to gain control of what its users are you doing in a comprehensive way that no other company has done, and to preserve those records indefinitely, without the need to clear out old records to make way for new ones. Moreover, Google differentiates its service by refining its own proprietary software formula to mine and massage the data, technology that it zealously protects from the sight of rivals. This sets up a conflict between Google’s wish to operate a “black box” (completely opaque to the outside) and its users’ wish for transparency.

At the very least, users would like Google to disclose what protections are in place to safeguard their privacy. It is also natural that users would be curious about the machines that hold their personal data, as well as about which employees within Google have access to that data, and about the risks that it might be leaked, stolen, or transferred, for example, to a government agency that requests it. (p. 62)

Personally, I think most of these privacy fears are overblown. The mundane, trivial aspects of our daily lives aren’t really of much interest to Google. And to the extent users are concerned about their privacy, there are plenty of ways they can take steps to better protect their personal information or web-surfing habits.  Blocking ads, rejecting cookies, and using encryption are three steps that privacy-sensitive users can take to better shield the personal info or surfing habits. Finally, the concern about government access to data is best remedied by limits on what government can access in the first place. We shouldn’t be regulating Google or other companies to limit information collection based on a fear of government access; we just need to tightly limit the government’s ability to enlist private companies as agents of the state.

Still, as Stross points out, privacy concerns persist:

How can users be certain that their personal information won’t be put to uses to which an individual would never willingly consent? Privacy concerns extend across all Internet companies, but those concerns of our greatest where personal information is gathered in the largest pool. This makes the stewardship of Google’s machine a subject of public interest. Whatever is behind a door that is intentionally kept closed will appear sinister, whether deservedly so or not. For the sake of improving its public image, it’s possible that Google may relent and open its doors, at least enough to afford a peek inside. (p. 62)

I think that’s a fair point and this is something Google is really going to struggle with in coming years, especially as its search algorithm and other applications grow more powerful and comprehensive.  A good example of that is already seen with Google’s amazing “Street View” technology, which provides panoramic street-level views of maps searched via Google Maps. “What neither Google nor its critics realized,” Stross says, “was that our anonymity while walking about in public space in the predigital age was protected not by law but by the crude state of technology–we felt invisible only because cameras were not in place to capture our images.” (p. 145)

As a society, we had better get used to this because Street View is just the beginning of what will eventually grow into a far more sophisticated set of technologies as geo-mapping, geo-location, and image retrieval are married to virtual reality technologies. We’re really not that far away from Star Trek “holodecks” being projected into our living rooms, and once those holodecks let us walk down any street in the world, things are going to get both really exciting and a little bit creepy at the same time. But even if Google abandoned Street View tomorrow, somebody else would pick it up and run with it. Innovation in this space cannot be frozen. (Microsoft’s recent launch of Photosynth shows us that).  Google has already taken steps to protect privacy on Street View by blurring facial images and letting users flag “inappropriate or sensitive imagery for blurring or removal.”  That’s about all we can ask for.

Another theme that Stross develops nicely in the book is the ongoing war between Google and Microsoft. He argues that “Google’s ascendance has been accompanied by Microsoft’s decline.” (p. 195)  But that does not mean Google will be able to hold their current lead. As Stross rightly points out:

No computer company has ever been able to enjoy pre-eminence that spans two successive technological eras. IBM in the mainframe era could not head off the ascent of Digital Equipment Corporation in the minicomputer era, which, in turn, could not head off the ascent of Microsoft in the personal computer era.

And now Google has “succeeded in pushing Microsoft into a defensive crouch” and made life very difficult for that supposed “monopolist” of the PC era.  As a result, some Google critics claim this latest King of the Tech Hill cannot be toppled and that Google is the new “monopoly” we need to worry about.  But these fears are also overblown. Google faces threats today from many different providers and doesn’t really even have its act together in other areas. For example, Stross points out how Facebook and other social networking sites have been a real pain for Google. Facebook, in particular, is creating a massive walled garden that is largely outside Google’s search and information retrieval capabilities. “In a twinkling,” Stross argues, “Facebook became a miniature Web universe–behind a wall, inaccessible to Google.” (p. 30)  Meanwhile, in recent months, Google has annouced layoffs and has scuttled a variety of programs and projects which haven’t panned out, including experiments in social networking, virtual worlds, and a Twitter competitor.

But it is tomorrow’s providers and technologies that will pose the most serious challenge to Google’s current hegemony. No one can predict what big application(s) or competitor(s) will emerge next, but it all could happen faster than you think.  After all, let’s not forget that most of us hadn’t even conducted our first Google search 10 years ago, and no one considered Google a serious threat to Microsoft back in 1999.  Just a decade later, Google has Microsoft wondering if they have a future at all. Things can change that rapidly in the digital world and it should make us question the wisdom of government intervention into such a fast-moving field.

Moreover, government micromanagement of the services Google provides–especially search–is troubling to imagine. I don’t even want to think about how a DOJ consent decree would seek to control Google’s algorithm or the search business in general. But some critics are already speaking of “Googleopoly” and calling for a “Federal Search Commission,” foreshadowing the fight to come.  Google’s rapid growth and sheer size may end up tilting both policymakers and public opinion against them more and more in coming years as such “Googlephobia” increases. Stross notes that:

Google’s future will be determined to no small degree by the view that its users hold of the company itself. Google has enjoyed mostly favorable public notice in its first ten years, but maintaining a cuddly, anticorporate image when it stands among the U.S. companies with the largest market capitalization may pose an increasingly difficult challenge. (p. 18)

Indeed, Google’s “Don’t Be Evil” motto is already wearing a little thin in some quarters. And some of us still aren’t even sure what it means. As Google grows bigger and makes buckets more money in coming years–and they likely will–I think Stross is correct in arguing that Google’s honeymoon with the public and policymakers will likely come to an end. That doesn’t mean they won’t still be a great company doing great things, it’s just that they’ll be antagonizing even more competitors, lawmakers, and other groups than they already do today. And that will likely spell serious trouble for them. It’s never good to have so many enemies. Just ask Microsoft!

In the meantime, we shouldn’t lose sight of what an amazing capitalist success story Google has been and how lucky we are that they have been at least a little bit successful in their mission “to organize the world’s information and make it universally accessible and useful.”  It’s an incredible story, and Planet Google is a fine early history of the company and the new era of computing it has ushered in.