Daily Mail, Google, Class, Power, and Incentives

April 20, 2021

The estimable Daily Mail is a newspaper. The owner of the Daily Mail is the Daily Mail and General Trust plc. The big dog at the outfit is The Fourth Viscount Rothermere. Titles are important in England. Crickets the game. “Plumby tones” was crafted to describe the accents some Americans long to have. Dim lights, dark rooms, and hushed tones are also important.

Now the Viscount’s minions are demonstrating that none of their scion are likely to be tagged “googley.” According to the equally estimable Wall Street Journal, the “Daily Mail Owner Files Antitrust Suit Against Google, Citing Royals Coverage.” Gentle reader, you will have to pay Mr. Murdoch to read this interesting story which is completely unbiased and presents the idea that the Google is abusing the Viscount’s ad sales unit.

The core of the story is that Google suppresses Daily Mail content because the Daily Mail is not selling enough Google ads. More popups are needed! The reason is not that those stories are not Savile Row grade stories. The cause of this discrimination of the caste-centric Google and the caste-centric Viscount is quotas.

From my vantage point in Harrod’s Creek, the antics of two outfits, obsessed with power and getting their way, are jousting over advertising consumed by those not in the rosy glow of the upper crusts.

The irony of the Google caste system (represented by Pichai Sundararajan) and the Fourth Viscount Rothermere is delicious. Didn’t India once view Britain as a glowing source of guidance?

I have no doubt that this dust up is about money, but it is also about power. Google has power right now. The Viscount remembers the power it once had. America! The colonies.

How will this unfold? No chirping merry in this dispute.

Stephen E Arnold, April 20, 2021


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