top of page

The key points of 'Life After Google: The Fall of Big Data and the Rise of the Blockchain Economy By George Gilder

In 'Life After Google: The Fall of Big Data and the Rise of the Blockchain Economy,' George Gilder explores the impending shift in the digital landscape, challenging the dominance of big data companies like Google. Gilder argues that the centralized data paradigm is nearing its end, with blockchain technology emerging as a transformative force. This book delves into the limitations of the current model, the potential of blockchain, and the implications for the future of the internet and the economy.

Key Takeaways

  • The centralized big data approach, dominated by companies like Google, is facing significant challenges due to privacy concerns, data vulnerabilities, and an unsustainable ad-supported model.

  • Blockchain technology offers a decentralized alternative that promises enhanced security, privacy, and the potential to reshape the digital economy through smart contracts.

  • Gilder criticizes Google's business model for creating a monopoly over information, stifling innovation, and relying too heavily on advertising revenue.

  • The book provides insights into the technological foundations of blockchain, including its role in various sectors and the significance of cryptocurrencies and distributed ledger technology.

  • Gilder predicts a post-Google era marked by a shift in power dynamics, the rise of decentralized applications (DApps), and a fundamental change in internet infrastructure.

The Demise of the Data Centralization Paradigm

The Limitations of Big Data

While Big Data has been hailed as a revolutionary force in technology, its limitations are becoming increasingly apparent. The sheer volume of data can lead to significant challenges in processing and extracting meaningful insights. Moreover, the reliance on complex algorithms can result in a lack of transparency, making it difficult to understand how decisions are made.

Scalability issues also plague Big Data systems, as the infrastructure required to store and analyze vast amounts of information is both costly and energy-intensive. This has led to concerns about the environmental impact of data centers, which are required to operate continuously to meet demand.

  • Data Quality: Not all data is created equal, and poor quality data can lead to inaccurate conclusions.

  • Data Relevance: The rapid pace of change can render data obsolete quickly.

  • Data Privacy: Collecting large datasets often raises serious privacy concerns.

The discussion around Big Data is not complete without considering the economic implications. Thomas Piketty's 'Capital in the Twenty-First Century' delves into the dynamics of economic inequality and capital accumulation, sparking debates on the validity of data and its policy implications.

Privacy Concerns and Data Vulnerability

In the age of Big Data, privacy concerns have become increasingly prominent. Users are becoming more aware of how their personal information is being harvested and exploited. The centralized data repositories of companies like Google are prime targets for cyber-attacks, leading to significant data vulnerability.

  • The lack of transparency in data collection practices.

  • Difficulty in controlling personal data once it's shared.

  • The risk of data breaches and identity theft.

The Silicon Valley ethics, which include a focus on ethical decision-making and privacy concerns, are being called into question. The culture within the tech industry, as depicted in books like 'Chaos Monkeys', highlights the need for a shift towards more secure and privacy-conscious models.

The Unsustainability of the Ad-Supported Model

The ad-supported model, which has been the cornerstone of major tech companies like Google, is showing signs of strain. The reliance on advertising revenue is fraught with challenges, including user privacy concerns, ad-blocker usage, and the unpredictability of ad revenue. This model is increasingly seen as unsustainable in the long term.

User experience often suffers as a result of aggressive advertising tactics, leading to a push for less intrusive forms of monetization. The following points illustrate the key issues with the ad-supported model:

  • The saturation of ads leads to a poor user experience.

  • Privacy concerns arise from the extensive data collection required to target ads effectively.

  • Ad-blocker adoption disrupts the revenue stream for content providers.

  • The volatility of ad markets can lead to unstable business models.

The search for sustainable business models is not just a theoretical exercise; it is a practical necessity for the future of the digital economy. The emergence of blockchain technology offers a glimpse into a potential future where value exchange does not hinge on the exploitation of personal data.

The Emergence of the Blockchain Alternative

Decentralization as a Core Principle

At the heart of the blockchain revolution is the principle of decentralization. Unlike traditional systems where control is centralized in the hands of a few, blockchain distributes power across a vast network of users. This shift has profound implications for how we handle data, conduct transactions, and build trust in the digital age.

Decentralization is not just a technological feature; it's a philosophical stance against the concentration of power. By enabling peer-to-peer interactions, blockchain technology reduces the need for intermediaries, thereby cutting costs and increasing efficiency.

  • Ensures transparency and accountability

  • Empowers individuals over institutions

  • Facilitates innovation and competition

The embrace of decentralization heralds a new era where the value is created and shared within a community rather than by corporate gatekeepers. It's a vision of an economy where the rules are embedded in the code, and the playing field is leveled for all participants.

Blockchain's Promise for Security and Privacy

Blockchain technology heralds a transformative era for security and privacy. Decentralized networks inherently reduce the single points of failure that plague centralized systems, mitigating the risk of data breaches. Unlike traditional databases, blockchain's distributed ledger ensures that data is not stored in a single location, making it significantly harder for hackers to compromise.

Transparency and immutability are key features of blockchain that bolster trust among users. Every transaction is recorded on a public ledger, visible to all participants, yet personal information can remain encrypted and private. This paradoxical combination of openness and privacy creates a secure environment where data integrity is paramount.

  • Enhanced Security: Data is distributed across a network, not centralized.

  • Improved Privacy: Personal information can be encrypted and selectively shared.

  • Trust Through Transparency: All transactions are visible, preventing fraud.

Smart Contracts and the New Digital Economy

The advent of smart contracts represents a transformative leap in how we conduct digital transactions. Smart contracts automate and enforce agreements without the need for intermediaries, which streamlines processes and reduces costs. This innovation is pivotal for the new digital economy, where trust is established through code rather than through traditional institutions.

Smart contracts are not just a theoretical concept; they are already changing the landscape of various industries. For instance, in the realm of real estate, these contracts can automate property sales, lease agreements, and more, ensuring transparency and efficiency.

  • Real Estate: Automating property sales and lease agreements

  • Supply Chain: Enhancing traceability and reducing fraud

  • Insurance: Streamlining claims processing

The integration of smart contracts into the digital economy is not without challenges. Issues such as legal recognition, standardization, and interoperability must be addressed to fully realize their potential. However, the trajectory is clear: smart contracts are set to revolutionize the way we interact and do business online.

Criticisms of Google's Business Model

The Monopoly Over Information

George Gilder's critique of Google's business model centers on the company's monopoly over information. This dominance is not just about the sheer volume of data Google controls, but also about the influence it exerts over what information is accessible and how it is presented to users. The centralization of information has far-reaching implications for both consumers and competitors.

  • Google's search algorithms can make or break businesses by determining their visibility.

  • The aggregation of user data gives Google unparalleled insights into consumer behavior.

  • Control over information flow can influence public opinion and shape cultural narratives.

Monopolies stifle competition and innovation, as they limit the entry of new players into the market. The lack of competition can lead to complacency and a decrease in the quality of services provided. Moreover, the concentration of power in the hands of a single entity raises concerns about censorship and the manipulation of information.

The Impact on Innovation

Google's dominance in the digital realm has raised concerns about its impact on innovation. The company's control over vast amounts of data and its gatekeeping role in the digital advertising market can stifle competition and discourage new entrants. Small businesses and startups often struggle to compete in a landscape where one player holds significant power over the market's direction.

  • The consolidation of market power can lead to a lack of diversity in services and products.

  • Innovation may be curtailed as companies either align with Google's ecosystem or face exclusion.

  • The barrier to entry for new players is raised, potentially quashing disruptive ideas before they can gain traction.

The Business Model Canvas, as introduced in 'Business Model Generation' by Alexander Osterwalder, exemplifies a tool that could help foster innovation by allowing entrepreneurs to visualize and iterate on business models. However, the dominance of a single business model, particularly one that prioritizes ad revenue, can limit the effectiveness of such tools in promoting a diverse and vibrant economic landscape.

Dependency on Advertising Revenue

Google's reliance on advertising revenue is a double-edged sword. While it has fueled the company's growth and allowed for the provision of free services, it has also made Google vulnerable to fluctuations in ad spending and has raised questions about the long-term viability of this business model.

The concentration of revenue sources limits diversification and increases risk.

  • The majority of Google's income is generated from ads.

  • User experience can be compromised by excessive ad placements.

  • Ad blockers and changing user habits threaten this revenue stream.

Innovation may be stifled as the company prioritizes ad revenue over user-centric developments. The pursuit of profit through advertising can overshadow the need for advancements that may not have immediate monetization potential but are crucial for the technological progress and user empowerment.

The Technological Underpinnings of the Blockchain Revolution

Understanding Blockchain Technology

At its core, blockchain technology represents a paradigm shift in how data is stored, verified, and exchanged. It's a distributed database that allows for secure, transparent, and tamper-proof transactions. Unlike traditional databases managed by a central authority, a blockchain is maintained by a network of nodes, each holding a copy of the ledger.

Blockchain operates on the principle of consensus, ensuring that each transaction is validated by multiple parties before being permanently recorded. This process is known as mining in the context of cryptocurrencies like Bitcoin. The following list outlines the key components of blockchain technology:

  • Decentralized ledger: A shared record of transactions that is not controlled by any single entity.

  • Cryptographic hashing: A method of securing data integrity by converting information into a unique string of characters.

  • Immutable records: Once data is entered into the blockchain, it cannot be altered, creating a trustworthy history of transactions.

  • Smart contracts: Self-executing contracts with the terms of the agreement directly written into code.

The Role of Cryptocurrencies

Cryptocurrencies are more than just digital money; they represent the financial backbone of the blockchain economy. They enable transactions that are secure, transparent, and independent of traditional banking systems. The use of cryptocurrencies extends beyond mere currency, as they also facilitate the execution of smart contracts and the operation of decentralized applications.

Bitcoin, Ethereum, and other cryptocurrencies have shown that a decentralized monetary system can function without central authority oversight. This has profound implications for how we think about money and financial transactions in a digital age.

  • Bitcoin: The pioneer of cryptocurrencies, introducing the concept of a decentralized ledger.

  • Ethereum: Not just a cryptocurrency but also a platform for running smart contracts.

  • Ripple: Focuses on fast and efficient cross-border payments.

  • Litecoin: Designed for faster transactions and improved storage efficiency.

  • Monero: Emphasizes privacy and anonymity in transactions.

Distributed Ledger Technology in Various Sectors

Distributed Ledger Technology (DLT) is not confined to the financial sector; its implications span across various industries, revolutionizing how transactions and data are recorded and shared. The adaptability of DLT allows for a wide range of applications, from supply chain management to intellectual property rights.

Healthcare, for example, can benefit from DLT by enhancing the security and interoperability of medical records, leading to improved patient care. In the realm of government, DLT can introduce new levels of transparency and efficiency in public services. Here's a brief overview of sectors where DLT is making an impact:

  • Finance: Streamlining payments and remittances

  • Supply Chain: Enhancing traceability and reducing fraud

  • Real Estate: Simplifying property transactions

  • Energy: Enabling peer-to-peer energy trading

Predictions for a Post-Google Era

The Shift in Power Dynamics

In the wake of blockchain's ascent, the power dynamics of the internet are poised for a significant shift. The centralized entities that once held sway over data and user information are facing a new challenge from the decentralized networks that blockchain technology enables. This shift heralds a more democratic and equitable digital landscape, where users have greater control over their own data.

  • Traditional gatekeepers of information will lose their grip.

  • Users gain autonomy and decision-making power.

  • Smaller players have the opportunity to disrupt established markets.

The implications for global power dynamics are profound, as seen in works like 'AI Superpowers' by Kai-Fu Lee, which examines the role of AI in shifting geopolitical landscapes. As blockchain technology matures, it could play a similar role in redistributing power, not just within industries, but on a global scale.

The Rise of Decentralized Applications (DApps)

The proliferation of Decentralized Applications (DApps) marks a significant shift in the digital landscape. Unlike traditional apps, DApps run on a peer-to-peer network, often a blockchain, which means they are not controlled by a single entity. This has profound implications for user autonomy and the distribution of power within the internet ecosystem.

Decentralization in applications promises to enhance user privacy and security, as data is not stored in a central location that could be a target for hackers. Moreover, DApps can offer a more democratic and equitable internet, where users have a say in the governance of the platforms they use.

  • Enhanced user control and ownership of data

  • Reduced risk of censorship or service denial

  • Potential for lower transaction fees due to the absence of intermediaries

As the blockchain economy matures, we may see a diverse ecosystem of DApps catering to various needs, from finance to social media, all operating under the principles of transparency and user empowerment.

The Future of Internet Infrastructure

As we envision a post-Google era, the infrastructure of the internet is poised for a transformative shift. The decentralization movement, spearheaded by blockchain technology, suggests a future where data and services are not holed up in the servers of a few dominant players, but are instead distributed across a global network.

Decentralized Applications (DApps) are set to play a pivotal role in this new landscape. Unlike traditional applications, DApps run on a peer-to-peer network, rather than on centralized servers. This model offers several advantages:

  • Enhanced security and resistance to censorship

  • Improved privacy for users

  • A reduction in the points of failure

The implications for users and businesses are profound, with a shift towards a more equitable and user-empowered ecosystem. The change will not be instantaneous, but the groundwork laid by blockchain and related technologies is a clear indicator of the direction we're headed.


In 'Life After Google,' George Gilder presents a compelling vision of a future where the centralized data behemoths of today give way to a new, decentralized digital economy powered by blockchain technology. Gilder argues that the current model, dominated by big data and the companies that control it, is unsustainable and will be disrupted by the inherent security, privacy, and efficiency of blockchain. As we reflect on the key points discussed in the book, it becomes clear that this technological shift has the potential to democratize the internet, empower individuals, and foster innovation. While the transition may not be immediate or without challenges, Gilder's insights suggest that we are on the cusp of a significant transformation in how we interact with technology and manage information in the digital age.

Frequently Asked Questions

What are the limitations of Big Data according to 'Life After Google'?

The book argues that Big Data's limitations include issues with scalability, security, and the diminishing returns of data mining. It suggests that massive data centers are not sustainable long-term and that the centralized model is prone to inefficiency and vulnerability to attacks.

How does 'Life After Google' address privacy concerns with data centralization?

George Gilder criticizes the current data centralization paradigm for its lack of privacy, highlighting how companies like Google collect and control vast amounts of personal data, which is susceptible to breaches and misuse.

Why does the author believe the ad-supported model is unsustainable?

The author believes that reliance on advertising revenue creates a misalignment of incentives, where user data is exploited for profit, leading to privacy invasions and a user experience cluttered with ads. He argues for a new model that respects user privacy and offers more value.

What role does blockchain technology play in the new digital economy?

Blockchain technology is central to the new digital economy proposed in the book, providing a secure, decentralized way to handle transactions and data. It enables smart contracts and DApps, which can operate without central authorities, potentially revolutionizing various sectors.

How does 'Life After Google' criticize Google's business model?

The book criticizes Google for creating a monopoly over information, stifling innovation, and being overly reliant on advertising revenue. Gilder argues that this model is not only detrimental to privacy but also to the broader tech ecosystem.

What predictions does 'Life After Google' make for the future of the internet?

George Gilder predicts a shift in power dynamics away from centralized entities like Google towards a more distributed internet infrastructure. He envisions the rise of DApps and a blockchain-based economy that empowers users and innovates more freely.

Related Posts

See All

The key points of 'SPIN Selling By Neil Rackham

The 'SPIN Selling' methodology, developed by Neil Rackham, is a revolutionary sales technique that has transformed the way professionals approach the selling process. This approach emphasizes the impo


bottom of page