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ALSO BY STEVEN LEVY
The Perfect Thing: How the iPod Shuffles Commerce, Culture, and Coolness
Crypto: How the Code Rebels Beat the Government—
Saving Privacy in the Digital Age
Insanely Great: The Life and Times of Macintosh,
the Computer That Changed Everything
Artificial Life: The Quest for a New Creation
The Unicorn’s Secret: Murder in the Age of Aquarius
Hackers: Heroes of the Computer Revolution

Simon & Schuster
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New York, NY 10020
www.SimonandSchuster.com
Copyright © 2011 by Steven Levy
All rights reserved, including the right to reproduce this book or portions thereof in any form whatsoever. For information address Simon & Schuster Subsidiary Rights Department, 1230 Avenue of the Americas, New York, NY 10020
First Simon & Schuster hardcover edition April 2011
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Designed by Ruth Lee Mui
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10 9 8 7 6 5 4 3 2 1
Library of Congress Cataloging-in-Publication Data
Levy, Steven.
In the plex : how Google thinks, works, and shapes our lives / Steven Levy.
—1st Simon & Schuster hbk. ed.
p. cm.
Includes bibliographical references and index.
1. Google (Firm). 2. Google. 3. Internet industry—United States. I. Title.
HD9696.8.U64G6657 2011
338.7'6102504—dc22 2010049964
ISBN 978-1-4165-9658-5
ISBN 978-1-4165-9671-4 (ebook)
Contents
Prologue Searching for Google
One The World According to Google: Biography of a Search Engine
Two Googlenomics: Cracking the Code on Internet Profits
Three Don’t Be Evil: How Google Built Its Culture
Four Google’s Cloud: Building Data Centers That Hold Everything Ever Written
Five Outside the Box: The Google Phone Company and the Google TV Company
Six GuGe: Google’s Moral Dilemma in China
Seven Google.gov: Is What’s Good for Google Good for Government—or the Public?
Epilogue Chasing Taillights
Acknowledgments
Sources
Index
In memory of Philip Klass (1920–2010)

PROLOGUE
SEARCHING FOR GOOGLE
“Have you heard of Google?”
It was a blazing hot July day in 2007, in the rural Indian village of Ragihalli, located thirty miles outside Bangalore. Twenty-two people from a company based in Mountain View, California, had driven i ............

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