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There's been a meme going around about whether Google is a media company or not. As someone who's worked for search engines and media companies, I'd say they're a media company -- but don't quite realize it yet.
A media company is a company that gets eyeballs together so that it can sell ads to put in front of that audience. Subscriptions are not necessarily involved, as broadcast television illustrates. Google may use algorithms instead of creativity in creating the content people look at, but the content still attracts users.
Google has not quite realized this fact yet, which is what is so confusing. I used to work for a search engine that also thought it was a technology company. It's value has plummeted, because it didn't really pay attention to what its users wanted, content-wise. Yahoo!, on the other hand, realizes this, and is gaining increasing buzz, readership, and shareholder value.
One last thing to remember: printing presses used to be high tech. Benjamin Franklin, America's leading technologist of the 20th century (stove inventor, lightning harnesser) ran a printing press.