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Excessive Complexity & Unintended Consequences Sergey Brin recently said : You have to play by their rules, which are really restrictive. The kind of environment that we developed Google in, the reason that we were able to develop a search engine, is the web was so open. Once you get too many rules, that will stifle innovation. He was talking about Facebook, but those words are far more applicable to Google. A Social Experiment In the movie Dark Knight the Joker ran a social experiment where he offered 2 boats full of people the opportunity to save their own lives by blowing up the other boat.