34 ◾ Web 2.0 and Beyond: Principles and Technologies
their site and clicking on links were telling them something. ey worked out that if there
were three websites listed under the sub-category ‘pizza making’, but users nearly always
chose the last one, then perhaps the list should be re-ordered to make it the rst. e act of
clicking—the tiny bit of information that it imparted—said something about that person’s
preferences. It marked a choice, a vote of condence, a bit like Ask the Audience on the
popular TV show Who Wants to Be a Millionaire. Yahoo!’s rst CEO, Tim Koogle, said
that: “people came to our servers and they’d leave tracks … We could see every day exactly
what people thought was important on the Internet” (Battelle 2005, ...