Silicon Valley companies have a tendency to develop these systems that rely on complexity. But it produces things like the personal computer running Windows. Google from the beginning focused on the simple search box, the simple search page.

We have the tiger by the tail in that we have this huge phenomenon of personalization. Now we need to make it simpler for people. We are trying to shape the innovation going forward from here and get things more integrated, make Google more integrated. This is a big change in the way we run the company. In the past the philosophy has been "get this done, get it built, and get it out." But continuing that, we would end up with hundreds of products named X-Google, and people can only remember five products.