It started as a joke. These things generally do, I understand. It started as a joke, but somewhere along the line I realized that there was some value to this idea (more likely my brother pointed it out). I realized that this intersection of serious philosophy training and real involvement with the search marketing community is probably not that common. I don't know that Google, and the world that it has created, and it's place and our place in that world, has been formally examined by someone who is professionally involved with the other side of the young Goliath's whims.
Once I realized that there was potential for real value in this project, not money but value, it was a rapid and certain slide to where I am now: I have a rough outline of the issues that I want to discuss in depth. I have an idea of my audience. I have a vague idea of how I want to present this discussion. And, of course, I have a domain. Now I am at the most difficult intersection with any project of this nature. I am through the easiest parts, and from here there is a stretch of work without quick reward. I will be writing, but not publishing, for a while, as I want to have a solid base from which to work. This is, most likely, where the project will live or die. I hope to see light on the other side.