Google is probably the hidden master of the world. I mean if humanity disappeared tomorrow, it could be recreated using Google's knowledge. It is the biggest content repository ever dreamed of, it also organizes this content and in order to do that, it studies our queries to understand what information we are looking for. In fact it publishes every year what are the most researched subjects in the world and by country. It's a fascinating snapshot of what's on our minds.... Have a look: Official Google Blog: Zeitgeist 2009: the collective consciousness
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