Ezra Klein:
I’m starting to worry a bit about Gmail, which is at the core of pretty much my entire life. I know, I know — Gmail is safe. The data it feeds into the Google mainframe is extremely valuable to the search giant. They won’t let anything happen to it.
You should be worried and they will, inevitably, let “anything” happen to it. While Reader had far fewer aggregate users than GMail has, think of what the underlying dataset was. Hundreds of thousands, if not millions of savvy users collecting the the feeds they were interested in and then ladle on top what they actually read out of that list. Back in the old days, it was also what they starred and shared with friends. But that’s not allowed anymore, hasn’t been for a long time now…so, uh, there went that little nugget of highly actionable advertising information right down the toilet.
Many of the biggest sites around still garner huge fractions of their incoming hits from Reader feeds, and this is a product that has (at best) been ignored and (at worst) progressively disabled by a parent company ever sure that Reader’s just not “social” enough and therefore not anything people would ever be interested in. This, of course, after they killed the social functions in Reader. Nothing at all worth seeing in there for a massive advertising company, what with all the hits and all. Outgoing hits, don’t you know. One should expect to stay at Google. Kinda like AOL. You know, the early 90’s and the high excitement of “portal” sites. Which were pretty great, I think we’ll all agree. “You’ve got GMail!” is really something they should look into with the doodle. Get somebody’s 10% time assigned to that, Grace.
But the fact is, Google saw nothing worthwhile in that Reader data, or they wouldn’t be killing Reader. Yes, I understand that they think all that hot, linking action will automagically move into Google+, where no one is, and that the same massive group of nobodies will laboriously (and mostly manually) create the equivalent feed(s), one entry at a time, and just go back to enjoying all that great Google+ product when they’re not doing so. But, you know, manually. And in front their pals who also aren’t using the service.
So it should be pretty plain that the moment some corporate bozo decides that GMail is the problem with Google+ (or whatever the idiotic corporate bozo windmill Google is tilting at come the day), GMail will end. And no amount of “but I paid for more space!” will save your email, Ezra. This too shall pass.
So enjoy the grand convenience of being advertised to based on your emails while it lasts. Quite frankly: I love it too. Were it legal, I might marry it. Again, for the first time. And but also buy the biggest hard drive you can afford every couple of years and back up all your Google data to it. Because all of it will go away. Maybe not today, maybe not tomorrow, but soon. And for a long time.