This divide-and-conquer approach even informed the basic algorithms running Google search. Rather than basing search results solely on a single source—the content of individual web pages—Google looked at links created by millions of people to determine a site's importance. Sergey called it "the democracy of the web," because each link was a vote cast in favor of a site's credibility. That approach made Google scale better than the competition, because the more the web expanded, the more links Google harvested for its ranking algorithm.
these people love to throw the term "democracy" around when they're the ones unilaterally deciding the rules