Google recognized that users maintain control, and to win they had to become users’ preferred choice.
....The Web’s lesson is that we have to let go, to exert as little control as necessary. What are the fewest necessary rules that we can provide to shape the experience? Where do people, tools, and content come together? How do we let go in a way that’s meaningful and relevant to our business?
Peter Merholz, "How I Learned To Stop Worrying and Relinquish Control," Adaptive Path, 21 Jun 2005
