The topic of search engine enterprise-discussed relentlessly in the business world-has somehow slipped under the radar of librarians, educators, most academics, and the news media (save for the business section). Even as search engines become increasingly reconditioned to serve free enterprise, and now address people as consumers rather than users, the industry has been particularly good at sustaining four prevalent myths about their services:

1. Search engines are impartial information tools. 2. Search engines search the entire Web, gleaning the most relevant

results. 3. Search engines vary greatly, thus offering choice and a competitive