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[...] Google is popular because it is popular and it is seen as the search tool of choice essentially because other people believe that other people see it in those terms. But this standardization of a key filter for most web users in the information age must be seen as a powerful constraint on our…

These expectations in as sense define what the PC has become--its reified form--so that we forget that each item on the list was the outcome of a choice and that other possibilities were neglected in the process.