Google does ALL this magic with just cheap PC servers. Google's data centers include a lot of the same equipment and software found in traditional IT data centers. For example, Google has a supercomputer based on hundreds of Intel's advanced 64-bit Itanium microprocessors. Google sees itself as a hard-core engineer culture that has virtually no managerial controls. Engineers work in teams but no one is there to control or set their projects. There is no management of the engineers. Google publishes pages of content and sells ads on those pages. That's very traditional newspaper or magazine business model, except that Google uses machines to harvest and publish the content instead of using editors, reporters, copy editors, etc. Google News is an engineering solution. Advertising is also harvested by machines, running a simple auction system between advertisers. And the distribution channel is the global computer network of the Internet. It's a very efficient business process, but it is a media business process. Yahoo, however, clearly thinks of itself as a media company. It is full of media professionals, and the business is handled by people who know how to run a large media company. Yet at Google, there NO media professionals! They've done well so far, no one would disagree, but can computer engineers grow a media business? This could be Google's Achilles' heel.
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