Search, Blogging & Immortality

Excerpt from the Book "The Search" by John Battelle
How Google and its rivals Rewrote the rules of Business and Transformed our Culture.

"What does it mean, I wondered, to become immortal through words pressed in clay-or, as was the case here, through words formed in bits and transferred over the web? Is that not what every person longs for - what Odysseus choose over kalypso's nameless immortality-to die, but to be known forever? And does not search offer the same immortal imprint: is not existing forever in the indexes of Google and others the modern day equivalent of carving our stories into stone? For anyone who has ever written his own name into a search box and anxiously awaited the results, i believe the answer is yes." - John Battelle