An indie search engine called Marginalia prioritizes text-based sites that lack ads, mobile support, and other features. Its results “are a fascinating glimpse into how much material the Internet contains,” chaykak writes.
When I recently Googled “best toaster” on my phone, thinking about replacing the appliance in my apartment kitchen, the search immediately yielded a carrousel of images of products from various high-design brands: Balmuda, Hay, Smeg. Lower down on the results page were ads for online retailers such as Amazon and Wayfair, then another carrousel of “Popular Toasters” with user-review metrics, then a list of suggested queries under the heading “People also ask.
Brereton told me recently that his frustration began in late 2020. “I was browsing the Internet one day, and I began to feel like something was just off,” he said. “A lot of the content doesn’t feel authentic—it doesn’t feel real.” He sounded bemused by the runaway popularity of his post, which was part of a personal research project on how information is organized online.
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