several studies have found that even knowing there’s a wealth of (seemingly) reliable information available 24/7 at our fingertips makes us less likely to store new knowledge in our own memory since we can just ‘look it up’ when needed. This is the so-called ‘Google Effect.’

And as such, both Google & Facebook have become the “IQ test” for customer acquisition – you’d have to be insane not to use them.

The engineers at Google were wonderful to work with up to 2010. It was like a switch flipped mid-2011 and they became actively hostile to any third party efforts to monitor what they were doing. To put it another way, this would like NBC trying to sue Nielsen from gathering ratings data. Absurd.