Today, most search engines can differentiate among the meanings of “free, though I’m not always convinced their users can. Google might cost nothing to use, but it compiles dossiers on consumers that it charges advertisers to access. The hope, and the pleasure, of tinkering around with nonsensical search engines has always been the generation of nonsensical data: a man (me?) clicking links for what he doesn’t need or want (latex lederhosen?) can’t be marketed to. There was joy in this, a pubescent pride in having jammed the system and evaded its consequences. This was recreation as political act — or so it seemed.
如今,许多搜索引擎都可以区别“免费这个词的多种含义,虽然我并不觉得他们的用户都能分辨其中的差别。使用谷歌可能不会花任何钱,但谷歌整理了关于用户的私密数据,并以这种档案的接近性向广告商要价。修改这些无意义的搜索结果的乐趣和希望在于,产生出无意义的数据:一个点击了他并不需要或者想要(上胶的皮短裤?)的链接的男人(我?),无法成为市场推广的目标了。这其中自有快乐,就像是一种青春期时期的自豪,给系统添点堵,并逃离后果。也像是类似政治行为的一种消遣——或者,看上去是吧。
But as I immersed myself in the workings of search as research for a novel, I became disabused of the idea. My mode of protest was too quixotic: A number of the alt-search engines I’ve mentioned are built on the Bing platform, or are ‘‘Powered by Google,’’ according to the tagline that such sites are required to display. After all, the biggest companies have the best algorithms; smaller sites merely engineer filters and tack their humor on.
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