I perceive a growing resemblance between the Google franchise and that intriguing construct of the Star Trek TV and film archive, the BORG.
You know the Borg, the group of cyborgs (or entities with natural and machine originated features and components) originally introduced in the Star Trek TV series. Now commonly used as a metaphor for any large group or organization that dominates its environment and appears impervious to change, negotiation, or destruction.
A primary process of the Borg is its absorption, or assimilation, of any potentially valuable attribute or feature found in other creatures into its collective assets. The source creatures are also added to the Borg and enhanced with attributes and capabilities acquired from others; thus, the assimilated creatures become part of the collective and are controlled and directed for the good of the whole.
A significant focus of the Borg is the use of information technology to support real-time communications and data processing as it sucks up data from the environments of its millions of drone creatures and sensors and, conversely, communicates instructions and directions back to them; this process of collective intelligence enables the parts to act as a coordinated whole.
John Markoff’s article ( 29-Nov-2008 ) in The New York Times online, “You’re Leaving a Digital Trail. What About Privacy?” has distinct references to the growing use of information technologies that resemble a world of virtual Borgs, of which Google is the industry leader. He notes that,
… a vast sea of digital information [is] being recorded by an ever thicker web of sensors, from phones to GPS units to the tags in office ID badges, that capture our movements and interactions. Coupled with information already gathered from sources like Web surfing and credit cards … [forms] the basis for an emerging field called collective intelligence. [italics are mine]
Markoff goes on to state:
“GOOGLE and its vast farm of more than a million search engine servers spread around the globe remain the best example of the power and wealth-building potential of collective intelligence.
Google recently developed a process that would identify flu outbreaks based on its data collections. Markoff’s article introduces an activist support organization called MobileActive which plans to utilize collective intelligence to direct individual activists to action in support of their causes. Will Google’s command of their hoard of data allow them to communicate and direct us drones to act as Google wants? Can we trust Google to always act for the collective good? Is what is good for Google good for us?