- Google wants to push their ad system. E.g. in 2006, one of their aims was to sell $1B of new inventory. Google feels that if they make the world's inventory available "marketers will come."

- Google tries to make sure their tools are running everywhere. In around mid-2006, according to their internal numbers 60 Million Google Packs had been installed, but they still want to increase the deployment... especially for "novice users." Maybe they should embed the tools in Starbucks cups.

- Google also wants to push their communities and content. According to the papers Google published, Google Video has 50% of the world's "online video attention". That number now likely hovering around 99.8% with the acquisition of youTube.

- Google wants to have the world's top AI research laboratory. They are also focusing on getting rid of spam in the top 20 user languages, though spam in German or Chinese is always refreshing to read.