"Why Try to Out-Google Google?" is the second installment of Tara Calishain's series over at the O'Reilly site. It concentrates on some of the non-technological reasons for Google's success, some of which I think academic libraries could pay more attention to, particularly the way it is tune with the culture of its user community and uses humour to establish that link. Calishain also makes a few suggestions about how Google could extend it's functionality. The most interesting of which is the suggestion that they reach out to various content providers and help them get their content indexed. Scholarly societies and journal publishers, anyone?