Shilling For Google And Netflix

Over the holidays, I had a number of occasions to chat with family and friends. Toward the end of the break, I began to realize how often I ended up evangelizing for Google and Netflix. This was disturbing to recognize, because in the past I myself had often been critical of people who were overly laudatory about some company's products.

For example, back in the early 1990s, I worked for a large contract research house. One of my fellow employees, otherwise a fine individual, was a monomaniac about Lotus Notes. His basic view was that it was good for whatever problem you had, so he brought it up in every meeting he attended. This greatly irritated me, because (1) I thought the product was over-priced, (2) regardless of what my friend thought, Lotus Notes was not the magic bullet that would cure all our ills, and (3) I wanted to develop such systems myself, and there was no way I would be able to do that if the company spent a lot of money buying one. I needn't have worried. The product was too expensive, and I left the company anyway.

Then there are Microsoft zombies. These are people for whom the answer to any problem is a Microsoft product. There are not anywhere nearly as many nowadays as there were, say, ten to fifteen years ago. Back then Microsoft was the only acceptable desktop application vendor for a large corporation. A Microsoft zombie in a management position was every bit as repressive as any party official in a totalitarian state. Of course, the synergistic interplay of the Internet and open source software has taken a lot of the wind out of Microsoft's sails.

Like Microsoft in the 1980s and 1990s, other companies have had their own dittoheads. Both IBM and Oracle won my disdain early on because of this, although it seems they both have lost the adoring crowds that once followed them.

Since the late 1990s, I have mostly been plumping for open source stuff. There are lots of reasons for this, including lower costs, usually higher quality for the things I cared about, and more diversity. Nearly all of my geek friends felt the same way. There was something really gratifying about endorsing and using software that was free to download and install. I didn't mind at all telling people about it, and I argued with commercial software dittoheads on more than one occasion about why open source made sense for commercial companies.

Then Google came along. They are not an open source organization by any means, although they make heavy use of an open source infrastructure. Somehow Google managed to establish a pretty lofty reputation among geeks even though they were a commercial outfit. Part of this reputation came from their "Don't be evil" slogan. Probably an even bigger part was the fact that their most useful service, namely searching, was free. Google found a non-offensive way to present relevant ads along with search results, and users gladly accepted that as the cost of getting such a great service. For a good long while, about the only people critical of Google were competitors.

Google began branching out into other products, including the ones that I regularly use: Gmail, Google Maps, Google Earth, Google Video, Google Reader, Google Chat, Blogger and Picasa. These are all 100% free, and they have changed the way I do things every day. It has gotten to the point that if Google rolls out a new product, I almost never bother to look at what competitors have to offer. Even worse, I evangelize for these products. I tell people what great things they are. I have become just like my Lotus-Notes-loving friend. I am a Google shill.

As if that weren't bad enough, I found myself doing the same thing for Netflix. In case you don't know about that (I was surprised that some of my non-geek friends had never heard of it), Netflix provides an extremely easy-to-use DVD rental-by-mail service. For a relatively small monthly fee, you can request DVDs online, and they are mailed to you as they become available (usually there is no waiting). You keep them as long as you want, but you can only have a certain number out at a time. When you are done with a DVD, you mail it back in, and then Netflix will send you the next one you requested. The best part of Netflix, in my view, is the incredible range and variety of material that they have available: old classics, whole TV series, rare and seldom seen masterpieces, etc. Searching and requesting are very easy.

So, here I am . The only thing that keeps me from being a true shill is that I don't get anything out of my evangelizing, at least not in a monetary sense. But then, neither did my Lotus-Notes-loving friend. The real question is whether this change is because I am growing morally weaker, or just mellower.