Paying the Price for Google

An interesting analogy here between Google and markets - with a nasty ecological payoff that we will all pay for people gaming the system (just as spam games the email system, and threatens to destroy it):

As every web content producer adjusts to Google, its results become necessarily less and less compelling. The joy of Google past was to think hard about the search query and get a first screen result full of relevant but quirky, even obscure material. A Google result today is much less sensitive to the driver, because every content maker is trying to "buy" space that it can't pay for in genuine links. SEO [Search Engine Optimisation] will ossify Google and a better solution will wipe it out with the speed of an epidemic. The web has become over-fitted to Google like a strain of wheat becomes over-designed to a specific ecology. The web is covered in content strategies over-designed to Google, and new mechanism will find a source of meaningful, un-manipulated information---just as the hyper-link was before PageRank made it a gameable commodity.