nile_list writes "Robert X. Cringely's latest column explores just what the heck Google could be doing. 'Google likes to play the Black Box game. What are they DOING in all those buildings with all those PhDs?' He concludes that it's likely Google has peaked as a company: 'What if everyone is mainly wrong? What if search and PageRank and AdSense are Google's corporate apex. Most companies would be content with that, but Google isn't supposed to be like most companies. But what if they are?' His conclusion is that 'Microsoft's clearest threat still comes from Apple, though not the way most people expect.' It's an interesting read."