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Google certainly makes searching easy for us, doesnat it? All we have to do is type in the first letter and suddenly the Search Engine Results Page (SERP) is pulled up, revealing the results for whatever is currently displayed in the search bar. For example, when I type "f" for aFinland,a Google automatically displays the results for the "F" SERP - of course, it's dominated by Facebook. Even when I continue my search, aFinl,a Google updates the SERP to show the result for what I would eventually type: aFinland.a It's pretty convenient, I suppose, but there's also a darker side to this situation. **How is Google changing the game?**