Thanks for the recommendation.

As someone who works in the search industry I see first hand the dynamic nature of the business and the challenges of the business side. The next "big thing" is local search.

The one thing Google has going for them is the integration of their name into the lexicon. The term Google has become a verb. Alta-Vista never had that, and while Yahoo tried ("Do you Yahoooooooooooooooooo?") it never took off.

In the industry, being second to Google is not a bad thing.

/ends my industry babble.

I will be checking out that book.