“Why with an G?” said Alec.

“Why not?” said the March Hare.

Alec was silent.

The Dormouse had closed its eyes by this time, and was going off into a doze; but, on being pinched by the Hatter, it woke up again with a little shriek, and went on: “—that begins with an G, such as goodish, and the gremlins, and gravity, and Google—you know you say things are ’Googled’—did you ever see such a thing as a search of a Google?”

“Really, now you ask me,” said Alec, very much confused, “I don’t think—”

“Then you shouldn’t talk,” said the Hatter.

This piece of rudeness was more than Alec could bear: he got up in great disgust, and walked off: the Dormouse fell asleep instantly, and neither of the others took the least notice of him going, though he looked back once or twice, half hoping that they would call after him: the last time he saw them, they were trying to put the Dormouse into the tea-pot.

This was the third time in this month that Alec had woken up from his unfinished mad tea party dream. The trap for the week was laid out. There was much less click-through traffic on his blog. The search engines had perhaps stopped crawling to his website since he had not refilled the Adword account. LinkedIn teaser statistics of “Who viewed my profile” had dropped by good 50% he certainly wasn't paying attention to the benefits of paid LinkedIn. No one had written on his Facebook “wall” and besides the daily subscriptions emails Alec has had no human contact.

Alec pondered on proabale causes and settled for the explanation that the web had learned his purchasing behaviors. Lately he wasn’t buying anything online; leaving cash in bank for next probable downsizing announcement. An unknown fear gripped Alec, he trusted too much on the second law of thermodynamics. The entropy was rapidly decreasing. If he had a beaker with mixed beans, he could actually see the beans getting organized by color code, as they do in Fforde’s world.

Alec made a quick decision; I will work from office today! The logic behind the decision was to hide behind corporate firewall. It takes too much energy for entropy to be reversed and only corporations can block the social mapping mafia. Alec was in office after several weeks and he made his first human contact with the IT guy, searching for the yellow cable to plug-in his laptop. The IT guys were busy segregating employee Google Trends reports. He had not been reading all the IT bulletins, apparently last month Google’s Enterprise division had signed “paid” search for employees. The way it worked for corporation was its tall claim of drop 50% of internet bandwidth requirement. The employees are provided with the weekly search trends and consumption of internet content. Anything above allotted threshold is deducted from variable compensation. Google takes whatever makes the cut and the corporation saves bandwidth.

So it wasn't a dream afterall. What happened to the Dormouse?

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