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...subtext to 'Don't be evil,' and that is 'Don't be illegal,'" says Vint Cerf, an Internet founding father who now serves as "chief Internet evangelist" at Google. "Overall, having Google there is better than not having Google there." But at what cost? Can Brin and Page live with the idea that Chinese Netizens can't access anything other than the official line on, say, the 1989 Tiananmen Square massacre and that Google is part of the cover...
There's another big question that makes Brin and Page squirm: Does Google have a master plan? To outsiders, it sometimes seems as if the company is investing everywhere, trying to be everything, often giving its products away. A few of the newer pursuits: a proposal to provide free wireless Internet service for San Francisco; an online video store selling TV shows and NBA games; a classified-advertising site; a project to scan every book ever published and make the texts searchable; a free desktop package loaded with software; free instant messaging and online voice communication; a $1 billion investment...
...likes of Microsoft (desktop software), eBay (classified advertising), phone companies (the San Francisco wi-fi plan) and others. Google keeps a confidential list of the 100--yes, 100--top priorities under development. That's a long list, and investors would love to know more about it and what Page, Brin and Schmidt are thinking. But secrecy is part of the culture. Google doesn't even invite analysts in for earnings-guidance sessions, so the resulting surprises can lead to big share-price swings like the recent drop. "We don't generally talk about our strategy ... because it's strategic," says...
...partnerships with content providers. Here are some things Google watchers speculate it is pursuing: new ways to search for (and perhaps buy) music, an online payment service to rival PayPal, some sort of smart phone, a space elevator to transport stuff to the moon. (Don't laugh. Brin and Page can't seem to let go of that last one, at least as an idea to kick around.) To help accomplish its goals, whatever they may be, Google raised $4.2 billion late last year through a second stock offering...
...Brin and Page set the tone at Google. They are businessmen who didn't go to business school, and they believe that gives them a creative edge. Their standard attire is black T shirt, jeans and sneakers (and white lab coats for special occasions). They are at once playful--they used to take part in the regular roller-hockey games in the Google parking lot--and solemnly idealistic, as when discussing Google's new $1 billion philanthropic arm. Brin and Page are products of Montessori schools and credit the system with developing their individuality and entrepreneurship. They're often accused...