Search Engines Grind Increasingly Fine

The abundance of stuff—both online and offline—means that every conceivable niche is available to everyone. Search engines are niche machines that are increasingly sophisticated at directing attention to these fine grained interests.

Have these obscure interests always existed or does the search engine cause us to grind our attention finer? What or who are we ingratiating?

From a passing sentence in My Obsession by William Gibson on Wired.

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