I have to admit, I loved the review simply for the use of the word "antegoogluvian". But, substantively, what does 'free' mean? When a reporter writes about a

I have to admit, I loved the review simply for the use of the word "antegoogluvian". But, substantively, what does 'free' mean? When a reporter writes about a book he didn't write for a publisher he only works for likely in a freelance basis about a company who's existence drives traffic to and is the subject of the article, who values whom from what? I mean, the value chain (if you will) goes from Google (my employer, inclsude standard disclaimers here, as I'm just chatting) crawling the web, then showing ads next to the results that lead people to click through (organically or via the ads) to an article about a book based on a number of visits to Google. It seems to be turtles all the way down.