Interestingly, the choice of a new product or strategy is not dictated by the founders nor is it based on the grandeur of its sponsor’s title. Ideas must compete on their merits, in a ‘Darwinian environment’ of survival of the fittest. Many of Google’s popular products and strategies came on the market through this process, as exemplified by the creation of Gmail by Paul Buchheit, or the informal motto of the company (“Don’t be evil”) coined by Buchheit and Amit Patel. Though this slogan does not appear in the exposition of the official management philosophy of Google, it was a major theme in the founders’ letter in connection with their 2004 IPO, so much so that this letter was subsequently called the “Don’t-Be-Evil Manifesto.” The basic thrust of this manifesto is that one should not exploit customers’ ignorance, but should be ready to forego short-term gains if this is what is required to provide sustainable services to society. One specific implication of this belief is that the company will not strive to get the authentic search content confused with or influenced by the advertised material.