Pluralistic: You can't shop your way out of a monopoly (05 Mar 2024)

doctorow · 2024-03-05T14:59:26.094Z

Originally published at: https://pluralistic.net/2024/03/05/the-map-is-not-the-territory/

Today's links

You can't shop your way out of a monopoly: Any election where you vote with your wallet will be won by the people with the thickest wallets.
Hey look at this: Delights to delectate.
This day in history: 2009, 2014, 2019
Upcoming appearances: Where to find me.
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Upcoming books: Like I said, I'll keep writin' 'em.
Colophon: All the rest.

A rough, red-painted door with an old-fashioned keyhole. Visible through the keyhole is a blasted wasteland with a poop emoji surmounted by a red Google Maps location pin.

You can't shop your way out of a monopoly (permalink)

If you're running a business, you can either invest at being good at your business, or good at Google SEO. Choose the former and your customers will love you – but they won't be able to find you, thanks to the people who choose the latter. And if you're going to invest in top-notch SEO, why bother investing in quality at all?

For more than a decade, Google has promised that it would do something about "lead gens" – services that spoof Google into thinking that they are local businesses, pushing down legit firms on both regular search and Google Maps (these downranked businesses invested in quality, not SEO, remember). Search for a roofer, a plumber, an electrician, or a locksmith (especially a locksmith), and most or all of the results will be lead-gens. They'll take your call, pretend to be a local business, and then call up some half-qualified bozo to come out and charge you four times the going rate for substandard work:

https://www.nytimes.com/2016/01/31/business/fake-online-locksmiths-may-be-out-to-pick-your-pocket-too.html

Some of them just take your money and they "go back to the shop for a tool" and never return:

https://www.riverfronttimes.com/news/when-a-fake-business-used-a-real-st-louis-address-things-got-weird-32087998

Google has been promising to fix this since the late aughts, and to be fair, it's a little better. There was once a time when a map of Manhattan showed more locksmiths than taxis:

https://blumenthals.com/blog/2009/02/18/google-maps-proves-more-locksmiths-in-nyc-than-cabs/

But GMaps is trapped in the enshittification squeeze. On the one hand, the company wants to provide a good and reliable map. On the other hand, the company makes money selling "ads" that are actually payola, where a business can pay to get to the top of the listings or get displayed on the map itself. Zoom out of Google's map of central London and the highlighted landmarks are a hilarious mix of "organic" and paid listings: the British Museum, Buckingham Palace, the Barbican, the London Eye…and a random oral and maxillofacial clinic in the financial district:

https://twitter.com/dylanbeattie/status/1764711667663831455

Hell of a job "organizing the world's information and making it universally accessible and useful," Big G. Doubtless the average Londoner finds the presence of this clinic super helpful in orienting themselves relative to the map on their phone screens, and it's a real service to tourists hoping to hit all the major landmarks.

It's not just Maps users who'd noticed the rampant enshittification. Even the original design team is so horrified they're moved to speak out about the moral injury they experience seeing the product they worked so hard on turned into a giant pile of shit:

https://twitter.com/elizlaraki/status/1727351922254852182

Now, when it comes to locksmiths, I'm lucky. My neighborhood in Burbank includes the wonderful Golden State Lock and Safe, which has been in business since 1942:

https://www.goldenstatelock.com/

But you wouldn't know it from searching GMaps for a locksmith near me. That search turns up a long list of scams:

https://www.google.com/maps/search/locksmith/@34.1750451,-118.369948,14z/data=!3m1!4b1?entry=ttu

It also turns up plenty of Keyme machines – these are private-equity backed, self-serve key-cutting machines placed in grocery stores. Despite Keyme calling itself a "locksmith," it's just a badly secured, overcaptilized, enshittification-bound system for collecting and retaining shapefiles for the keys to millions of homes, cross-referenced with billing information that will make it easy for the eventual hackers to mass-produce keys for all those poor suckers' houses.

(Hilariously, Keyme claims to be an "AI" company):

https://www.businesswire.com/news/home/20200114005194/en/KeyMe-Raises-35-Million-to-Further-Its-Mission-of-Building-the-Premier-Locksmith-Services-Company-in-the-Nation

But despite the fact that you can literally see the Golden State storefront from Google Streetview, Google Maps claims to have no knowledge of it. Instead, Streetview labels Golden State "Keyme" – and displays a preview showing a locksmith using a tool to break into a jeep (I'd dearly love to know how the gadget next to the Slurpee machine at the 7-Eleven will drive itself to your jeep and unlock the door for you when you lose your keys):

https://www.google.com/maps/place/KeyMe+Locksmiths/@34.1752624,-118.3487531,3a,75y,350.19h,90.21t/data=!3m6!1e1!3m4!1ssHrtqjqvgFir3NBauMy13Q!2e0!7i16384!8i8192!4m15!1m8!3m7!1s0x80c2959cd65dbb1b:0x4b3744cf87492a71!2sBurbank+Blvd+%26+N+Hollywood+Way,+Burbank,+CA+91505!3b1!8m2!3d34.1750025!4d-118.3493484!16s%2Fg%2F11f37_3lq8!3m5!1s0x80c2951cedbf4d39:0xe8ff9fd5872e66e9!8m2!3d34.1755176!4d-118.349!16s%2Fg%2F11mw7nr4fx?entry=ttu

It's pretty clear to me what's going on here. Keyme has hired some SEO creeps and/or paid off Google, flooding the zone with listings for its machines. Meanwhile, Golden State, being merely good at locksmithing, has lost the SEO wars. Perhaps Golden State could shift some of its emphasis from being good at locksmithing in order to get better at SEO, but this is a race that will always be won by the firm that puts the most into SEO, which will always be the firm that puts the least into quality.

Whenever I write about this stuff, people inevitably ask me which search engine they should use, if not Google?

And there's the rub.

Google used predatory pricing and anticompetitive mergers to acquire a 90% search market-share. The company spends more than $26b/year buying default position in every place where you might possibly encounter a new search engine. This created the "kill zone" – the VC's term of art for businesses that no one will invest in, because Google makes sure that no one will ever find out it exists:

https://www.theverge.com/23802382/search-engine-google-neeva-android

That's why the only serious competitor to Google is Bing, another Big Tech company (Bing is also the primary source of results on Duckduckgo, which is why DDG sometimes makes exceptions for Microsoft's privacy-invading tracking):

https://en.wikipedia.org/wiki/DuckDuckGo#Controversies

Google tells us that the quid-pro-quo of search monopolization is search excellence. The hundreds of billions it makes every year through monopoly control gives it the resources it needs to fight spammers and maintain search result quality. Anyone who's paid attention recently knows that this is bullshit: Google search quality is in free-fall, across all its products:

https://downloads.webis.de/publications/papers/bevendorff_2024a.pdf

But Google doesn't seem to think it has a problem. Rather than devoting all its available resources to fighting botshit, spam and scams, the company set $80 billion dollars alight last year with a stock buyback that was swiftly followed with 12,000 layoffs, followed by multiple subsequent rounds of layoffs:

https://pluralistic.net/2024/02/21/im-feeling-unlucky/#not-up-to-the-task

The scams that slip through Google's cracks are sometimes nefarious, but just as often they're decidedly amateurish, the kind of thing that Google could fix by throwing money at the problem, say, to validate that new ads for confirmed Google merchants come from the merchant's registered email addresses and go to the merchant's registered website:

https://pluralistic.net/2023/02/24/passive-income/#swiss-cheese-security

Search is a capital intensive business, and there are real returns to scale, as the UK Competition and Market Authority's excellent 2020 study describes:

https://assets.publishing.service.gov.uk/media/5fe4957c8fa8f56aeff87c12/Appendix_I_-_search_quality_v.3_WEB_.pdf

But Google doesn't seem to think that its search needs that $80 billion to fight the spamwars. That's the thing about monopolists, they get complacent. As Lily Tomlin's "Ernestine the AT&T operator" used to say, "We don't care, we don't have to, we're the phone company."

That's why I'm so excited about the DOJ Antitrust Division monopolization case against Google. Trusting one company to "organize the world's information and make it universally accessible and useful," was a failure:

https://www.justice.gov/opa/pr/justice-department-sues-google-monopolizing-digital-advertising-technologies

I understand why people want to know which search engine they should use instead of Google, and I get why, "There aren't any good search engines" is such an unsatisfactory answer. I understand why each fresh round of printer-company fuckery prompts people to ask "which printer should I get?" and I understand why "There are only six major printer companies and they're all suffering from end-stage enshittification" isn't what anyone wants to hear.

We want to be able to vote with our wallets, because it's so much faster and more convenient than voting with our ballots. But the vote-with-your-wallet election is rigged for the people with the thickest wallets. Try as hard as you'd like, you just can't shop your way out of a monopoly – that's like trying to recycle your way out of the climate emergency. Systemic problems need systemic solutions – not individual ones.

That's why the new antitrust matters so much. The answer to monopolies is to break up companies, block and unwind mergers, ban deceptive and unfair conduct. "Caveat emptor" is the scammer's motto. You shouldn't have to be an expert on lead gen scams to hire a locksmith without getting ripped off.

There are good products and services out there. Earlier this year, we decided to install a (non-networked) programmable pushbutton lock. I asked Deviant Ollam – whom I know from Defcon's Lockpicking Village – for a recommendation and he suggested the Schlage FE595:

https://www.schlage.com/en/home/products/FE595PLYFFFFLA.html

I liked it so much I bought another one for my office door. Eric from Golden State Lock and Safe installed it while I wrote this blog-post. It's great. I recommend both of 'em – 10/10, would do business again.

(Image: alicia rae, CC BY 2.0; Budhiargomiko, CC BY-SA 4.0; modified)

Hey look at this (permalink)

Platforms' Treacherous Turn https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4664056
The Supreme Court Must Be Stopped https://www.thenation.com/article/archive/the-supreme-court-must-be-stopped/ (h/t Kottke)
Wyden’s Office Gets FTC To Protect The Data Of 1.6 Billion People Tracked By Now-Bankrupt Data Broker https://www.techdirt.com/2024/03/04/wydens-office-gets-ftc-to-protect-the-data-of-1-6-billion-people-tracked-by-now-bankrupt-data-broker/

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This day in history (permalink)

#15yrsago Chinese gold farming https://www.theguardian.com/technology/2009/mar/05/virtual-world-china

#10yrsago Comment-spammers threaten to sabotage their victims through Google Disavow if the evidence of their vandalism isn’t removed https://ellis.fyi/blog/gordon-sands-threatens-seattle-bubble-google-disavow-comment-spam/

#10yrsago Obama whirls the copyright lobbyist/government official revolving door https://www.eff.org/deeplinks/2014/03/obama-nominates-former-sopa-lobbyist-help-lead-tpp-negotiations

#10yrsago CIA spied on Senate committee writing damning torture report and Obama knew about it https://www.theguardian.com/world/2014/mar/05/obama-cia-senate-intelligence-committee-torture

#5yrsago Jibo the social robot announces that its VC overlords have remote-killswitched it, makes pathetic farewell address and dances a final step https://www.theverge.com/circuitbreaker/2019/3/4/18250104/jibo-social-robot-server-shutdown-offline-dead

#5yrsago Bowing to public pressure, Coinbase announces it will “transition out” the ex-Hacking Team cybermercenaries whose company it just bought https://www.vice.com/en/article/qvyndw/coinbase-says-ex-hacking-team-members-will-transition-out-after-users-protest

#5yrsago The NSA has reportedly stopped data-mining Americans’ phone and SMS records https://www.nytimes.com/2019/03/04/us/politics/nsa-phone-records-program-shut-down.html

#5yrsago Facebook forces you to expose your phone number to the whole world in order to turn on two-factor authentication https://www.eff.org/deeplinks/2019/03/facebook-doubles-down-misusing-your-phone-number

#5yrsago America is not “polarized”: it’s a land where a small minority tyrannize the supermajority https://www.nytimes.com/2019/03/05/opinion/oppression-majority.html

Upcoming appearances (permalink)

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Tucson Festival of Books, Mar 9/10
https://tucsonfestivalofbooks.org/?id=676
Enshittification: How the Internet Went Bad and How to Get it Back (virtual), Mar 26
https://libcal.library.ubc.ca/event/3781006
Wondercon Anaheim, Mar 29-31
https://www.comic-con.org/wc/
The Bezzle at Anderson's Books (Chicago), Apr 17
https://www.andersonsbookshop.com/event/cory-doctorow-1
Torino Biennale Tecnologia (Apr 19-21)
https://www.turismotorino.org/en/experiences/events/biennale-tecnologia
Canadian Centre for Policy Alternatives (Winnipeg), May 2
https://www.eventbrite.ca/e/cory-doctorow-tickets-798820071337?aff=oddtdtcreator
Tartu Prima Vista Literary Festival (May 5-11)
https://tartu2024.ee/en/kirjandusfestival/
Media Ecology Association keynote (Amherst, NY), Jun 6-9
https://media-ecology.org/convention
American Association of Law Libraries keynote (Chicago), Jul 21
https://www.aallnet.org/conference/agenda/keynote-speaker/

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Recent appearances (permalink)

Is Social Media Becoming a Bit Shit? (The Briefing)
https://www.youtube.com/watch?v=jvPlpMd1KEw
Radioactive (KCRL)
https://krcl.org/blog/grist-investigates-doctorow-seed/
The enshittification of music (Music Ally)
https://www.youtube.com/watch?v=gh20fD3XXbg

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Latest books (permalink)

The Bezzle: a sequel to "Red Team Blues," about prison-tech and other grifts, Tor Books (US), Head of Zeus (UK), February 2024 (the-bezzle.org). Signed, personalized copies at Dark Delicacies (https://www.darkdel.com/store/p3062/Available_Feb_20th%3A_The_Bezzle_HB.html#/).
"The Lost Cause:" a solarpunk novel of hope in the climate emergency, Tor Books (US), Head of Zeus (UK), November 2023 (http://lost-cause.org). Signed, personalized copies at Dark Delicacies (https://www.darkdel.com/store/p3007/Pre-Order_Signed_Copies%3A_The_Lost_Cause_HB.html#/)
"The Internet Con": A nonfiction book about interoperability and Big Tech (Verso) September 2023 (http://seizethemeansofcomputation.org). Signed copies at Book Soup (https://www.booksoup.com/book/9781804291245).
"Red Team Blues": "A grabby, compulsive thriller that will leave you knowing more about how the world works than you did before." Tor Books http://redteamblues.com. Signed copies at Dark Delicacies (US): and Forbidden Planet (UK): https://forbiddenplanet.com/385004-red-team-blues-signed-edition-hardcover/.
"Chokepoint Capitalism: How to Beat Big Tech, Tame Big Content, and Get Artists Paid, with Rebecca Giblin", on how to unrig the markets for creative labor, Beacon Press/Scribe 2022 https://chokepointcapitalism.com
"Attack Surface": The third Little Brother novel, a standalone technothriller for adults. The Washington Post called it "a political cyberthriller, vigorous, bold and savvy about the limits of revolution and resistance." Order signed, personalized copies from Dark Delicacies https://www.darkdel.com/store/p1840/Available_Now%3A_Attack_Surface.html
"How to Destroy Surveillance Capitalism": an anti-monopoly pamphlet analyzing the true harms of surveillance capitalism and proposing a solution. https://onezero.medium.com/how-to-destroy-surveillance-capitalism-8135e6744d59?sk=f6cd10e54e20a07d4c6d0f3ac011af6b) (signed copies: https://www.darkdel.com/store/p2024/Available_Now%3A__How_to_Destroy_Surveillance_Capitalism.html)
"Little Brother/Homeland": A reissue omnibus edition with a new introduction by Edward Snowden: https://us.macmillan.com/books/9781250774583; personalized/signed copies here: https://www.darkdel.com/store/p1750/July%3A__Little_Brother_%26_Homeland.html
"Poesy the Monster Slayer" a picture book about monsters, bedtime, gender, and kicking ass. Order here: https://us.macmillan.com/books/9781626723627. Get a personalized, signed copy here: https://www.darkdel.com/store/p2682/Corey_Doctorow%3A_Poesy_the_Monster_Slayer_HB.html#/.

A cardboard book box with the Macmillan logo.

Upcoming books (permalink)

Picks and Shovels: a sequel to "Red Team Blues," about the heroic era of the PC, Tor Books, February 2025
Unauthorized Bread: a graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, 2025

Colophon (permalink)

Today's top sources:

Currently writing:

A Little Brother short story about DIY insulin PLANNING
Picks and Shovels, a Martin Hench noir thriller about the heroic era of the PC. FORTHCOMING TOR BOOKS JAN 2025
Vigilant, Little Brother short story about remote invigilation. FORTHCOMING ON TOR.COM
Spill, a Little Brother short story about pipeline protests. FORTHCOMING ON TOR.COM

Latest podcast: The Majority of Censorship is Self-Censorship https://craphound.com/news/2024/02/25/the-majority-of-censorship-is-self-censorship/

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system · 2024-03-20T15:00:01.232Z

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