"I think of Google as a set of overlapping things. It's a consumer platform, consumer phenomenon of which search is its fundamental activity, but there are many other things you can do than search... I think of Google as an advertising company who services the broader advertising industry in the ways that you know."

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We think we have to work because the advertising industry has elevated wants into needs. The newspapers and the television batter us incessantly with the latest "must-haves", whether that's shoes, videogames or patio heaters. As a result, mums think they "have" to work at Tesco in order to buy expensive trainers.

— Tom Hodgkinson