Why do search engines show a HUGE spike in searches for prom dresses in January? What is the day of the week that most people search the internet for porn? Just who reads WHICH gossip sites? The author looks at the way America uses search engines, as his company mines the raw data from a few of them, using the statistics for things like better aimed advertising on the web, better positioning of a web site, etc. While it is an interesting subject, it really would have made a better long article in, say ‘Wired’ than this book which tries too hard to be amusing and a light read it really cannot be when written by a trained professional who loves how the numbers grow into elegant graphable trends. It was interesting, but dragged.