Ironically, it was contempt for advertising (on the part of the founders and the chief engineers) that would ultimately pave the way to the company's unrivaled success as an attention merchant. The key was in renegotiating the terms under which the public was asked to tolerate ads. For as Google became a part of everyday life over the 2000s—its name becoming a synonym for search—it presented what seemed by the standards of the day a very reasonable tradeoff, which few would ever question, and which caused no degradation, to judge by earnings growth. So unintrusive was AdWords that some people didn't even realize that Google was ad-supported: it just seemed to be there for the taking like manna from the heavens. Google had, in fact, laid bare what had originally been so miraculous about the attention merchant model—getting something truly desirable at no apparent cost. For what really seemed like nothing, the public got the best search ever designed and, in time, other goodies as well, like free email with unlimited storage, peerless maps, the world's libraries, and even research devoted to exciting innovations like self-driving cars. Of course, there was, as there always is, a quid pro quo: in its ripest state, the buying public was exposed to sales pitches; which might prove useful but then again might not. Google also began to collect a lot of information about a lot of people.

Tim Wu, The Attention Merchants, loc. 892