You probably use Google services, such as search, gmail, or youtube. I do, it’s very hard to not use their excelent tools. This is not a “Google is bad” rant, far from it. Technically, their search engine is one of the most impressive systems ever built. I am not happy with the business model dynamic, that needs improvement. I’ve hit a point where I’m no longer comfortable with the status-quo. Ultimately I’m fed up with being the product.

Your Digital Self

#

In the movie “The Matrix” released in 1999 computers have enslaved humans to become batteries (heat power source) that power the computers. In a pivotal scene the character Morpheus (played by Laurence Fishburne) explains to Neo (Keanu Reeves) how the computers know how to virtually render their virtual image inside the virtual world of the matrix:

“your appearance now is what we call residual self-image. It is the mental projection of your digital self.”

This is happening now when you use a service like google search. Digital services form opinions of your digital self. Everytime you use a google service, you leave a small trace of the real you.

• What computer you use; is it an iPhone, Android?
• What time of day do you use it?
• What phrases have you searched for previously?
• What is your age?
• What is your sex?
• Where are you?

Collectively, they form something incredibly valuable: A high-confidence model of you

Not just who you are, but what you’re likely to do next. That’s your digital self.

Search is not neutral

#

Search for:

• best VPN
• buy running shoes
• cloud backup solution

What you’ll see:

• Sponsored results at the top
• Sometimes more ads at the bottom

This isn’t just “some ads”, this is a real-time auction system, where companies bid to google to show their adverts to you, based on your digital self. This is a search in google for the word hammer. I’m signed into google, it knows I do a lot of DIY, that I’m based in the UK plus a whole heap of other factors I won’t define here.

If you search Google for “hammer”, you’ll likely see something different to me. Maybe you’re into sharks (hammerhead), live in Hammersmith, or play Warhammer. I’ll admit I’m reaching with this example but that’s the point. Even a simple word like “hammer” isn’t neutral once it’s filtered through your digital profile.

How not to be a product

#

One option is to pay for a search engine.

Pay, did you say pay?

We all pay. It’s how the transaction is formed is the key point in changing your experience. I would rather be a customer, than the product. I’ve chosen to do this using Kagi. There are others available, and this isn’t about me trying to sell you Kagi. Kagi quoting time:

So lets compare, searching “hammer” kagi.

No adverts, a cleaner view of the internet without advertising. No sponsored links, this is how the internet used to be a long time ago.

Another kagi quote (last one I promise)

In 2022, advertisers spent $185.35 billion to influence your search results. By 2028, they’ll spend $261 billion. This isn’t just numbers - it’s an arms race for your attention.

Slightly dramatic, but it shows the scale of the problem.

The internet experience I want

#

Ad free internet is the internet experience I want, kagi provides this. Also, they’ve got “Sherlock Bones” dog as a homepage companion (other options available) which I’ll admit was a completely irrational win for me. I love dogs, so I’m immediately more positive towards the product. And that’s kind of the point. It’s a tiny, almost meaningless preference but it’s exactly the sort of signal that ends up in your digital profile and used against you.

You have also learnt that I love the Matrix movie; another small snippet that says something about me. Who I am.

You’re always part of the transaction. The only question is which side you’re on.