I feel it began to change after Snowden - vividly recall the Google "Fuck these guys". Privacy finally came into sharp relief. All the while Google were building the appengine and pioneering machine learning for search. I remember the Head of Search in a room with 30 developers sitting around the walls as the core search term bikeshedded the Seven Search Terms, thinking Steve Jobs would have a head fit. The game was up and 'Killed by Google' started to become a thing. /4