<P> Auletta uses the term "frenemies" to describe the attitude of the traditional media companies as well as Microsoft toward Google, as they try to cooperate with the company despite their adversarial and mistrustful relationship . </P> <P> Nicholson Baker in his book review for the New York Times writes that he obtained a lot of information from Auletta's book regarding Google's adversarial relationship with various companies such as Facebook and Viacom . Google's involvement in the Yahoo - Microsoft case is also explored as well as the gradually deteriorating relationship between Google and Apple . Baker also finds that one of the strengths of Auletta's book are his interviews with a large number of media company executives, during which they express their criticism of Google . The review mentions Auletta's use of military terminology when he refers to privacy concerns about Google which he compares to a predator drone which could potentially destroy the company . </P> <P> The Globe and Mail book review mentions that although Auletta was granted access to Google's executives, his book does not reveal many unexpected details . The review also mentions that Auletta explains adequately how Google's black box algorithms work and that the author describes clearly the impact Google's innovations have had on the media industry, especially in the advertising sector . </P> <P> The Christian Science Monitor writes that Auletta throughout his book breaks from the historical narrative documenting Google's success story to contextualise it and juxtapose it to a business environment where traditional media companies face a crisis due to their difficulty in adopting innovation . Despite that, Auletta is not completely negative about the future of the traditional media and allows that there is still demand for journalism and information; although the method of distributing the content to the consumers in a profitable way is not yet clear . </P>

Googled the end of the world as we know it summary