Pittman partnered with Yahoo because Yahoo responded by creating a standardized way to place contextual ads next to Groxis' circular search result maps.
Grokker works with categories instead of rankings, which opens up opportunities by remixing search content.
I enjoyed the "I grok" so much because it drew me back into the world of Michael Valentine from "Stranger in a Strange Land" from Robert Heinlein. At the end of the 60's, friends of mine hung a large carved wooden sign - "GROK" - from their property in Española, New Mexico as a salutation and marker for those involved in the "understanding". Just as relevant now as it was in the 60's, this book and its concepts could act as metaphor for the cultural conflicts we're addressing today.
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