Why do I love Google? It's not due to the pleasing lack of banner advertising in its search results. It's not for how Google motivates better semantic markup. It's not because of Google's fundamental guideline: "Don't Be Evil." It's even only fractionaly the result of how accurately Google's algorithms can interpret my queries. I love Google because when you type "miserable failure" into your search form, you get George W. Bush's biography as the first result in your query. h3. Emergent Behaviour For all the impressive techniques employed in the use of computers and IT, the method that continues to spellbind me is the creation of an emergent system. Basically, given a data-rich environment, you program various agents to interact with the data itself rather than attempt to interpret all that information yourself. Depending on how well you setup your system, some of the results your agents supply you with will amaze you with their intuitiveness. Combined with the raw power of modern computing, Google uses such systems to identify patterns of behaviour deep below the surface of the internet. Hence, Bush Junior's amusing corelation with "miserable failure" is no accident, but rather a brilliant encapsulation of a particular moment in web zeitgeist. The term "google bombing" refers to the phenomena that lead to the search engine's sometimes surprising--and often humourous--result. Even the conventional media has picked up on the development. While google bombing is engineered, on the whole Google does a great job of revealing what could be considered the instantaneous unconsciousness of the entire web, a digitalis mundi. Occasionally, in my most flippantly geeky of moments, I like to wonder if deep, algorithimic approaches to human knowledge, Google's bread and butter, are the first steps on a path towards a Asimov-esque science of Psychohistory.