3-1c3c2a1 How do we find constraints (i.e., detect bullshit)
Know what to measure. Google Analytics is provided by Google. Know their incentives.
Google search results can’t do away with Google incentives (e.g., ads). If you have your own database, you can make Googling optional.
Know the corporates’ incentive — given its tax scheme, they want to spend (and they have huge budget)
7-1a4c Different institutions have different motivations-incentives