The Audacity of Google
Larry Page and the Art of the Moon Shot
-by Harry McCracken and Lev Grossman, TIME, September 28, 2013.
Original paragraphs
It’s worth pointing out that there is no other company in
Silicon Valley that could plausibly make such an announcement. Smaller outfits
don’t have the money; larger ones don’t have the bones. Apple may have set the
standard for surprise unveilings, but excepting a major new product every few
years, these mostly qualify as short term. Google’s modus operandi, in
comparison, is gonzo airdrops into deep “Wait, really?” territory. Last week
Apple announced a new iPhone; what did you do this week, Google? Oh, we founded
a company that might one day defeat death itself.
The unavoidable question this raises is why a company built
on finding information and serving ads next to it is spending untold amounts on
a project that flies in the face of the basic fact of the human condition, the
existential certainty of aging and death. To which the unavoidable answer is
another question: Who the hell else is going to do it?