How has GOOGLE shaped knowledge? How has it shaped those who use it? This article considers the impact of online knowledge upon the content of knowledge and upon the people who seek it and create it. The authors suggest that 1. Google-ization is reshaping knowledge. 2. Google-ization is changing how knowledge counts as important. 3. Google-ization privileges business. 4. Google-ization has reshaped the authority of knowledge. 5. Google-ization has reshaped education dialog. 6. Google-ization is creating a primary aesthetics. 7. Google-ization is reshaping the heuristic of knowledge. 8. Google-ization is reshaping the nature of communication. The authors suggest that we are reshaped by the way knowledge is structured and the format for which it is created.