Pluralistic: Google is a scammer's paradise (05 Aug 2026)

Google, a thrice-convicted monopolist with over 90% search market share, is an absentee landlord that deliberately worsens search results to serve more ads and neglects to filter affiliate spam, according to author Cory Doctorow in his Pluralistic newsletter. Doctorow notes that Kagi, a small startup using Google's own index, delivers superior results, proving Google could improve but chooses not to.

Today's links Google is a scammer's paradise: The internet's absentee landlord. Hey look at this: Delights to delectate. Object permanence: DEVELOPERS DEVELOPERS DEVELOPERS; EZ realistic corpse; $300m login button; Short Uber; Who goes AI? Upcoming appearances: Edinburgh, Sydney, Melbourne, Brighton, London, South Bend. Recent appearances: Where I've been. Latest books: You keep readin' em, I'll keep writin' 'em. Upcoming books: Like I said, I'll keep writin' 'em. Colophon: All the rest. Google is a scammer's paradise permalink Forget "Don't be evil"; Google's true motto is a form of vulgar spidermanism: "With great power comes no responsibility." The internet's de facto boss is an absentee landlord. Google – a thrice-convicted monopolist – is the gateway to the internet, with more than a 90% search market share that it attained by buying out all its competitors and bribing Apple more than $20b/year not to start a rival search engine: https://www.democracynow.org/2024/8/6/google monopoly Google likes to position itself as a wise steward of the internet. They say they use their vast troves of data about the internet and its users to connect the right person with the right information at the right moment. As their mission statement has it, "organize the world's information and make it universally accessible and useful": https://www.google.com/intl/en us/search/howsearchworks/our-approach/ The tacit argument is, "Sure, we repeatedly violated antitrust law in order to monopolize the internet, but the internet needs a monopolist. It's scary out there We have amassed power so that we can protect and guide you." It's a bullshit argument and no one should accept it – but even if you think it's worth harnessing monopoly power to promote a wise king to rule over the internet, you'd still want Google to take that responsibility seriously. If we're to have a landlord for our civilization's digital nervous system, let's not have it be an absentee landlord. Google is an absentee landlord. In 2019, they chose to deliberately worsen search results in order to make you search repeatedly to find the information you're seeking, because every fresh query lets them serve fresh advertisements: https://pluralistic.net/2025/05/26/babyish-radical-extremists/ cancon Not all of Google's enshittification can be attributed to deliberate sabotage. Much of it is the result of neglect. Ask Google for a product review and they'll pass over the most rigorous, honest websites on the internet in favor of affiliate scammers who repackage Amazon best-of lists to peddle overpriced, underperforming junk that's sometimes so bad it's dangerous: https://pluralistic.net/2024/02/21/im-feeling-unlucky/ not-up-to-the-task Google keeps announcing that it Takes This Problem Very Seriously – and then nothing happens: https://pluralistic.net/2024/05/03/keyword-swarming/ site-reputation-abuse And of course, Google AI search results present the company with a highly refined and confident-sounding way to launder spam into product recommendations: https://pluralistic.net/2025/07/15/inhuman-gigapede/ coprophagic-ai Could Google do better? Provably so. Kagi, a small company that runs a search engine powered by Google's own search index consistently delivers results that are substantially superior to Google's – using Google's own infrastructure: https://pluralistic.net/2024/04/04/teach-me-how-to-shruggie/ kagi If Kagi a startup with a handful of engineers can extract useful search results from Google's databases, then Google – a thrice-convicted monopolist that's had its pick of thousands of the top computer scientists from the world's most prestigious universities for a generation – could also do so. They just choose not to. They're too big to fail. They're too big to jail. They're too big to care. Google's AI search isn't a way to fix its broken core product: it's a way to partially remediate the damage Google itself inflicted on the open internet, while imprisoning the web in a walled garden that would make Steve Jobs drool: https://pluralistic.net/2026/06/29/arsonist-firefighters/ im-feeling-lucky It's a deadly combination: Google has committed hundreds of billions to stock buybacks and its AI money-furnace, financed by mass layoffs targeting the people who keep the core services useful. The too-big-to-care company is still the internet's gatekeeper, but half the guards at the gate have been fired and the other half have pulled so much overtime that they keep falling asleep on the job. Google has become a scammer's paradise. Take Google's "answer box." This is the part of the search results page that tries to answer your query directly, without sending you elsewhere for that info. Back in 2023, Google's Answer Box was taken over by scammers who impersonated airline help desks. When Google's users searched for airlines' toll-free phone numbers, Google directed them to phones that rang in the scammers' boiler room, where they were tricked into giving up their passport info and credit card numbers to boiler-room thieves: https://www.nbcnews.com/tech/tech-news/phone-numbers-airlines-listed-google-directed-scammers-rcna94766 This was an especially devastating attack because the airlines themselves hide their customer service phone numbers – as enshittified monopolists, they want your money, not your complaints – so it's normal to search Google for the number you're seeking, rather than scouring the airlines' deliberately confusing customer service sites. This is especially galling because Google has an extensive "verified merchant" program that goes to enormous lengths to establish the true identity of every merchant whose businesses are listed on Google, in maps, ads and search results. Google "knows" which URLs belong to the airlines. If it can be tricked into scraping a different website for the airlines' phone numbers, that's because Google couldn't be bothered to connect its own database of canonical airline URLs to the process that serves phone numbers to the 90% of the web-using public who search with Google. Google's database of the canonical URLs for businesses doesn't stop at airlines or even large businesses. Nearly every local merchant has undergone Google's verification process, which includes a step where Google physically mails a postcard with a unique number to the merchant's registered address, which the merchant must then key into Google to prove that they're located where they say they are. Despite this, Google's ad-sales system will happily sell anyone the right to advertise a different website for queries for specific merchants, and those ads appear above the real result for the business's website. To make this even worse, Google's spent years making it more difficult to distinguish ads from "organic" search results, changing the font and size of the "ad" warning to make it harder to spot, and making the font and color of the ad itself closer to the color of the search results below it. This is a gift to fraudsters. I had my own run-in with it in 2023, when I was tricked by a Google ad into ordering dinner from my local Thai place using a scam site that had cloned the restaurant's menu. The scammers marked up the price by 15%, then passed the order on to the restaurant, pocketing the vig: https://pluralistic.net/2023/02/24/passive-income/ swiss-cheese-security This scammer – based out of a UC Berkeley dorm-room – had copied hundreds of restaurant websites, then bought Google ads for the restaurants' names, ensuring that searchers would see the scam result before the real one. Remember: Google knows what the true URL is for every one of those restaurants but it sold the scammer ads for a different URL that appeared when people searched for the restaurant by name. Google could trivially add a step to the ad sales pipeline that detects mismatches between a merchant's known URL and the URL in an ad bought against the merchant's name. It could automatically resolve these mismatches by sending an email to the merchant's verified email address that says, "Hey, are you buying an ad with a new URL? If so, just reply to this email." I don't know why Google doesn't do this. Maybe they make huge sums from these scam ads and they don't want to forego the revenue. Or maybe they just don't care. Whichever it is, there's real consequences for this negligence by the internet's absentee landlord. Take abortions: fake abortion clinics – where pregnant women are bullied or tricked out of the abortions they're seeking – buy Google ads against the names of real abortion clinics. Google makes millions sending abortion-seekers to fake abortion providers: https://pluralistic.net/2023/06/15/paid-medical-disinformation/ crisis-pregnancy-centers Google started off as the ideal "intermediary" – the fancy economist's term for a "middleman." They took as their duty to figure out the best websites for you to look at based on your interests, serving as an honest broker between internet users and internet publishers. In the quarter-century since the company's founding, as it transformed itself into a monopolist, it developed the curse of every intermediary: it got Main Character Syndrome. This is Tim Wu's formulation: the reason for an intermediary existence is to serve the parties to the transaction. Ebay says it exists to connect buyers and sellers, Uber is supposed to connect drivers and riders, dating sites are supposed to connect people with their love-matches. But intermediaries are cursed with an enviable position: by dint of sitting between these different groups of people, the intermediary learns everything about both sides of the transaction, while each side only knows about its own position. Amazon knows the price you're willing to pay, it knows who's set the lowest price, and it knows how many identical items that match your query are for sale. But the sellers don't know any of that, and you only know some of it. By capitalizing on that information rather than using it to efficiently match buyers and sellers , Amazon can match you with the sellers willing to pay the highest junk fees, rather than the ones who offer the best price for the best goods: https://pluralistic.net/2023/11/03/subprime-attention-rent-crisis/ euthanize-rentiers This is Wu's Main Character Syndrome in action. Once Amazon attains a dominant market share, it can maximize its own welfare at the expense of its buyers and sellers, transforming itself from a helper to a parasite: https://www.lawfaremedia.org/article/lawfare-daily–tim-wu-on–the-age-of-extraction Google says it wants to "organize the world's information and make it universally accessible and useful," but every dime it spends fighting fraud a critical part of this mission is a dime it can't spend on stock buybacks, executive compensation and AI servers. "Organize the world's information and make it universally accessible and useful" is the mission of a good intermediary; "do the absolute minimum to fight fraud" is the mission of a formerly good intermediary with terminal Main Character Syndrome. Google keeps finding ways to expose its users to fraud while lining its own pockets. That restaurant markup scam that caught me in 2023? Three years later, it's way worse. San Francisco City Attorney David Chiu just filed suit against GuestReservations.com, BookOnline.com and Booking Holdings for running a massive version of the restaurant menu scam – one that extracted millions from people booking hotel rooms: https://www.kron4.com/news/bay-area/alleged-sf-hotel-booking-scam-had-up-to-85-markup-fees-city-attorney/ Here's how the scam worked: these companies put up websites with deceptive URLs, like SanFranciscoMarriott.GuestReservations.com, and then bought the associated Google ad-word "San Francisco Marriott" . At the top of Google searches for "San Francisco Marriott booking" was the ad for SanFranciscoMarriott.GuestReservations.com. This site would sell you a room at the Marriott, at a markup of 35% to 85%. This is a pure ripoff. If Google had served the correct result at the top of the page – if it had used its own database of confirmed merchants and their associate websites to validate its ads – then people booking hotels would have saved 35% to 85% on their rooms. City Attorney Chiu says that the perps here registered domains for all kinds of hotels, even tiny ones in small towns, all over America. That means that it's not just visitors to San Francisco who got screwed by these creeps – it's also San Franciscans who booked hotel rooms around the country. Google bears the lion's share of the blame here, but Visa and the other credit card companies are critical to these scams. Card companies allow merchants to set terms of service that refuse refunds under almost any circumstances, and, more often than not, the card issuers side with the merchants over their own customers when they call to cancel a charge from one of these scammers. I discovered this for myself when I was tricked into buying theater tickets from a ripoff site that had registered the URL of the show I wanted to go to. I figured out that I'd been rooked within a minute of clicking the buy button, but it took months and multiple appeals – and ultimately a threat to cancel my credit card – to get Visa to refund me. Visa – another bloated monopolist with terminal Main Character Syndrome – can see that it has merchants who generate zillions of appeals and charge-backs because they run scam businesses like these. They could treat these merchants as the fraudsters they are, but because the crooks wreathe themselves in gauzy excuses and lengthy terms of service, Visa enables these massive, nationwide cons. Google, Visa and the other monopolists who serve as de facto regulators for our society have arrogated to themselves the power to observe every transaction and block the obvious scams. We pay for their failure to take minimal, obvious steps to protect us from the scammers who thrive on their platforms. Why should they? They're the main characters. They're Bizarro-world spidermen, whose great power confers no responsibility. Hey look at this permalink When the AI bubble bursts, will Europe be ready? https://www.euractiv.com/opinion/when-the-ai-bubble-bursts-will-europe-be-ready/ Gavin Newsom Makes An Ass Of Himself On Antitrust, Paramount Merger https://www.techdirt.com/2026/08/04/gavin-newsom-makes-an-ass-of-himself-on-antitrust-paramount-merger/ Against Self-Fulfilling Prophecy https://www.hamiltonnolan.com/p/against-self-fulfilling-prophecy Arson markets https://www.merkley.senate.gov/wp-content/uploads/2026.08.03-LTR-Wildfire-Prediction-Markets-FINAL.pdf Eight Myths on Software Engineering and GenAI https://queue.acm.org/detail.cfm?id=3807963 Object permanence permalink 25yrsago Steve Ballmer: DEVELOPERS DEVELOPERS DEVELOPERS DEVELOPERS DEVELOPERS http://www.ntk.net/ballmer/dancemonkeyboy.mpg 15yrsago HOWTO E-Z realistic corpse from a cheap plastic skeleton https://propnomicon.blogspot.com/2011/08/quick-and-dirty-corpses.html 15yrsago $300 Million Button: making customers create logins to buy cost etailer $300M/year https://centercentre.com/ 10yrsago 1 billion computer monitors vulnerable to undetectable firmware attacks https://www.defcon.org/html/defcon-24/dc-24-speakers.html Cui 10yrsago Stiglitz quits Panama’s official money-laundering panel over internal sabotage https://www.reuters.com/article/us-panama-tax-idUSKCN10G24Z/ 10yrsago BBC will use surveillance powers to sniff Britons’ wifi and find license-cheats https://web.archive.org/web/20160806155022/https://www.telegraph.co.uk/news/2016/08/05/bbc-to-deploy-detection-vans-to-snoop-on-internet-users/ 10yrsago How and why to short Uber https://qz.com/707947/investors-have-placed-a-one-way-bet-on-uber-which-made-us-want-to-figure-out-a-way-to-short-it 5yrsago Facebook's official disinformation research portal is a bad joke https://pluralistic.net/2021/08/06/get-you-coming-and-going/ potemkin-research-program 5yrsago Scammers sell griefers social media banning services https://pluralistic.net/2021/08/06/get-you-coming-and-going/ curse-of-bigness 1yrago Which jobs can be replaced with AI? https://pluralistic.net/2025/08/06/unmerchantable-substitute-goods/ customer-disservice Upcoming appearances permalink Virtual: EFFecting Change: Who the Machine Serves, Aug 12 https://www.eff.org/event/effecting-change-who-machine-serves Edinburgh International Book Festival with Jimmy Wales, Aug 17 https://www.edbookfest.co.uk/events/the-front-list-cory-doctorow-and-jimmy-wales Sydney: The Festival of Dangerous Ideas, Aug 23-24 https://festivalofdangerousideas.com/program/ Melbourne: Enshittification at the Wheeler Centre, Aug 25 https://www.wheelercentre.com/events-tickets/season-2026/cory-doctorow-enshittification Brighton: The Reverse Centaur's Guide to Life After AI with Carole Cadwalladr Brighton Dome , Sep 8 https://brightondome.org/whats-on/LSC-cory-doctorow-the-reverse-centaurs-guide-to-life-after-ai/ London: The Reverse Centaur's Guide to Life After AI with Riley Quinn Foyle's Picadilly , Sep 9 https://www.foyles.co.uk/events/enshittification-cory-doctorow-riley-quinn South Bend: An Evening With Cory Doctorow Notre Dame , Oct 6 https://franco.nd.edu/events/2026/10/06/an-evening-with-cory-doctorow/ Vancouver: BC Policy Solutions Gala, Nov 12 https://bcpolicy.ca/gala/ Recent appearances permalink The AI Enshittification Bubble Hidden Forces https://hiddenforces.io/podcasts/the-ai-enshittification-bubble-cory-doctorow/ F@ $ the AI Overlords On The Media https://www.wnycstudios.org/podcasts/otm/articles/f-the-ai-overlords Why AI Won't Replace Workers, But Will Crash The Economy Smart Cookies https://www.youtube.com/watch?v=rRRmUuxJolY AI and the Enshittification Era The Weekly Show with Jon Stewart https://www.youtube.com/watch?v=-dAIJRjb-Bw AI is not inevitable Betakit https://www.youtube.com/watch?v=DbiTVkq1WHo Latest books permalink "The Reverse-Centaur's Guide to AI," a short book about being a better AI critic, Farrar, Straus and Giroux, June 2026 https://us.macmillan.com/books/9780374621568/thereversecentaursguidetolifeafterai/ "Canny Valley": A limited edition collection of the collages I create for Pluralistic, self-published, September 2025 https://pluralistic.net/2025/09/04/illustrious/ chairman-bruce "Enshittification: Why Everything Suddenly Got Worse and What to Do About It," Farrar, Straus, Giroux, October 7 2025 https://us.macmillan.com/books/9780374619329/enshittification/ "Picks and Shovels": a sequel to "Red Team Blues," about the heroic era of the PC, Tor Books US , Head of Zeus UK , February 2025 https://us.macmillan.com/books/9781250865908/picksandshovels . "The Bezzle": a sequel to "Red Team Blues," about prison-tech and other grifts, Tor Books US , Head of Zeus UK , February 2024 thebezzle.org . "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 . "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. "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 Upcoming books permalink "The Post-American Internet," a geopolitical sequel of sorts to Enshittification, Farrar, Straus and Giroux, 2027 "Unauthorized Bread": a middle-grades graphic novel adapted from my novella about refugees, toasters and DRM, FirstSecond, April 20, 2027 "Enshittification, Why Everything Suddenly Got Worse and What to Do About It" the graphic novel , Firstsecond, 2027 "The Memex Method," Farrar, Straus, Giroux, 2027 Colophon permalink Today's top sources: Currently writing: “Once Is Enemy Action,” a science fiction novel about the origins of modern technofascism. Today's words: 623 1336 total . "The Post-American Internet," a sequel to "Enshittification," about the better world the rest of us get to have now that Trump has torched America. Fourth draft completed. Submitted to editor. A Little Brother short story about DIY insulin PLANNING This work – excluding any serialized fiction – is licensed under a Creative Commons Attribution 4.0 license. That means you can use it any way you like, including commercially, provided that you attribute it to me, Cory Doctorow, and include a link to pluralistic.net. https://creativecommons.org/licenses/by/4.0/ Quotations and images are not included in this license; they are included either under a limitation or exception to copyright, or on the basis of a separate license. Please exercise caution. 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