If you haven't yet picked up a copy of Ken Auletta's Googled: The End of the World as We Know It, do it. Now. I'm about half way through and it's a sometimes riveting, sometimes too-much-inside-baseball account of the rise of the feared old-media killer.

That a company has risen so far so fast--and instilled so much fear and loathing along the way, despite their motto "Don't be evil"--is testament to the brilliance of its engineer founders, Sergey Brin and Larry Page, and their hired-management-gun Eric Schmidt. Their company has disrupted so much of the old media world, the lives of Arthur Sulzberger, Jr. of the New York Times Company and Rupert Murdoch of News Corp. will never be the same.

Unconvinced? You can read an excerpt at Amazon. Or download it to your Kindle.