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Out Googling Google- Gaming PageRank

There was a great article on “black hat” search engine optimization in today’s NYTimes.   Under most circumstances I’m the last person to recommend reading comments on the internet, but in this case there are some fascinating points.  Many focus on Google’s transition from a spunky “Don’t Be Evil” startup filled with hypernerds into the behemoth that it currently is (one poster even calls Google “the singularity”).