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Who really controls the web?

Sam1

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Who do you think controls the web? I.e. which platform (Google, Yahoo, Facebook) do you think it's owners could build off best to dominate the web? :)
 
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Facebook gathers more information than some secret service agencies. I think Facebook has ways to measure human emotion and trends, however, I don't know if they could control it.
Google can control what we can see and search though and that's cool.
 

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