RushmoreDrive – a search engine for black people?

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By Mark O’Neill

It’s not often that I am speechless.   Whilst perusing through the New York Times Technology section, I came across a story about a search engine specifically for black people, called RushmoreDrive.   I thought it had to be a joke and I checked the calendar to make sure it still wasn’t April 1st.   Nope, it’s the 14th so I had to see if this was something serious.    It turns out it actually is.   What the….

From the New York Times article :

“Rushmore Drive analyzed search results for 3,000 of the most popular search terms in areas with large black populations and found that when people in those areas searched for recipes, they were much more likely to click on pages with soul food. Those searching for hair products, dance, cars, fraternities and sororities also ended up on vastly different Web sites than people who lived in areas with smaller black populations.

Rushmore Drive moves the Web sites preferred by black people near the top of the search results. “It’s not just prefixing ‘black’ into the search query,” Mr. Taylor said. “It’s sound technology.””

Now I want to be careful here as I don’t want to be accused of being racist (as I most definately am not and I have fought racism all my life).  But doesn’t RushmoreDrive play into the whole “whites versus blacks” thing?   If you set up this perception that we are two different peoples who have two different worlds then doesn’t that create barriers and problems, not break them down?   Yes, it’s only a search engine but come on.  Do we really need a “black people’s search engine”?

Please, I want us to have a constructive intelligent discussion about this.   No insults, no racism accusations please.   I’m genuinely interested to hear your take on this, whether you’re black or white yourself.   I would especially like to hear from someone at RushmoreDrive about your motivations for setting up the site in the first place.





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74 Responses to RushmoreDrive – a search engine for black people?

  1. Personally, I don't see anything wrong with this.

    Would a search engine for italian food be all that wrong? People liking italian food might like to use this instead of another "recipe" search engine.

    There are all sorts of search engines out there… for women, for gay people, for IT workers… is this all that different?

    • come on, a search engine for food and a search engine for black people are totally different.

      Why can't black people, gay people, Latino people, Asian people and other minorities / nationalities use Google? What is wrong with Google, Yahoo, MSN and all the other search engines?

      I just feel that by having a "black search engine", it presents a "symbolic barrier". It says "black people are different". In this day and age, when a black man is on the verge of making history and becoming the president of the United States, we shouldn't be making barriers like this for ourselves.

      • Hmm, we're talking about providing a service to someone who might like something different. Obviously, black people use different products for their hair than us.. mainly women..

        One of my female friend, who is black, was using some kind of strange homemade mixture to put in her hair to make it straight. The result was splendid… obviously Google CAN do the job, but a specific search engine that would return results better targetted for one type of hair would be preferable to black people interested in this…

        But yes, I'm sure Google can do the job quite well…. I think this is a clever marketing trick from ASK.com to gain a bigger share of the search engine pie.

  2. I second Kiltak.

    I believe this is actually the exact opposite of racism, because it attends to the specific needs of a certain group of people. It's like special heart medicine for a person of African descent due to high blood pressure.

  3. I second Kiltak.

    I believe this is actually the exact opposite of racism, because it attends to the specific needs of a certain group of people. It’s like special heart medicine for a person of African descent due to high blood pressure.

  4. While I believe that a "black search engine" is not necessarily harmful to anyone, I don't feel that a group should only focus on one ethnic group. That's where it becomes a barrier. What if the search engine becomes incredibly successful? Other people would feel shut out. Instead of repeating the mistakes of the past, this group should expand to include other ethnic groups, or at least share their code with other people that would like to use it. I'm sure there are plenty of different Asian, Latino, and other groups that would love to invest their time in the same type of endeavor.

  5. While I believe that a “black search engine” is not necessarily harmful to anyone, I don’t feel that a group should only focus on one ethnic group. That’s where it becomes a barrier. What if the search engine becomes incredibly successful? Other people would feel shut out. Instead of repeating the mistakes of the past, this group should expand to include other ethnic groups, or at least share their code with other people that would like to use it. I’m sure there are plenty of different Asian, Latino, and other groups that would love to invest their time in the same type of endeavor.

  6. What this is really about is using a different page rank algorithm than what Google uses. I think it's a great idea. It might actually be educational if there were multiple versions of page ranking that target different communities. I don't see how this is much different than tagging.

  7. What this is really about is using a different page rank algorithm than what Google uses. I think it’s a great idea. It might actually be educational if there were multiple versions of page ranking that target different communities. I don’t see how this is much different than tagging.

  8. this is terrible. it is racism. as soon as you start calling any person black or white, you're automatically being racist. you can't group people like that, it's not right. it is things like this that keep pushing racism into the opposite direction that we want it. i'm sick of racism. i've dealt with it for too long. yes, it is clever marketing, but that doesn't make it right. at this rate i'm going to be asian forever, and not just plain ol' american.

    • Exactly! Instead of saying "everyone is the same nationality, everyone is equal", something like this says "everyone is separate, everyone is different. You guys use your search engine and you other guys use this other search engine".

      The makers of RushmoreDrive may have had honourable good intentions but I think ultimately it sends out the entirely wrong message to people. It is very divisive in my opinion.

      • You're kidding, right? I've got news for you: people are different. So what? Creating a search site in the hopes of capturing a market based on race is no more racist that creating a digg-style site for women is sexist.

        Its not a "separate but equal" search engine. Its a company trying to service a subset of the population that they think is not being served well elsewhere. Are they right? I don't know. That's up to the market to decide.

        • Agreed. If there ends up being a market for it, great. I view it exactly like I view all other targeted search engines. Just because it caters based on interests supposedly shared by a particular racial group (which I find hard to believe except in specific cases… but that's just my take) doesn't make it racist. If you find it caters better to your searching as a , go for it. After all, there's nothing saying you won't share the same interests with its target audience.

        • We are not talking "racism". This is market targeting.

          I think the idea is great. Now let's see how it evolves. I checked the site ranking in Alexa and is faaar from good. So maybe it will end as a social experiment that simply didn't work out.

          Anyway, the idea is really good.

    • "this is terrible. it is racism. as soon as you start calling any person black or white, you’re automatically being racist."

      In the end we're all human beings.. some have blue eyes, other brown, other green. Some have black, red, blonde, or brown hair. Yet, when you say someone has brown or blue eyes, are you being racist? Absolutely not. How is this any different?

      • I would agree that the simple description of humans by *any* category is not bad in and of itself. Putting male on a job application is certainly not sexist, and as others have mentioned above, there is nothing limiting this site as "exclusive" in a real sense. Technically, if whites want to use this search engine, they are free to do so; it's simply an alternate search engine with different ranking priorities.

        • it's not about what it does, but about what it represents. the kkk can legally gather and have meetings, but what they stand for isn't right.

  9. this is terrible. it is racism. as soon as you start calling any person black or white, you’re automatically being racist. you can’t group people like that, it’s not right. it is things like this that keep pushing racism into the opposite direction that we want it. i’m sick of racism. i’ve dealt with it for too long. yes, it is clever marketing, but that doesn’t make it right. at this rate i’m going to be asian forever, and not just plain ol’ american.

    • Exactly! Instead of saying “everyone is the same nationality, everyone is equal”, something like this says “everyone is separate, everyone is different. You guys use your search engine and you other guys use this other search engine”.

      The makers of RushmoreDrive may have had honourable good intentions but I think ultimately it sends out the entirely wrong message to people. It is very divisive in my opinion.

      • You’re kidding, right? I’ve got news for you: people are different. So what? Creating a search site in the hopes of capturing a market based on race is no more racist that creating a digg-style site for women is sexist.

        Its not a “separate but equal” search engine. Its a company trying to service a subset of the population that they think is not being served well elsewhere. Are they right? I don’t know. That’s up to the market to decide.

        • Agreed. If there ends up being a market for it, great. I view it exactly like I view all other targeted search engines. Just because it caters based on interests supposedly shared by a particular racial group (which I find hard to believe except in specific cases… but that’s just my take) doesn’t make it racist. If you find it caters better to your searching as a , go for it. After all, there’s nothing saying you won’t share the same interests with its target audience.

        • We are not talking “racism”. This is market targeting.

          I think the idea is great. Now let’s see how it evolves. I checked the site ranking in Alexa and is faaar from good. So maybe it will end as a social experiment that simply didn’t work out.

          Anyway, the idea is really good.

    • “this is terrible. it is racism. as soon as you start calling any person black or white, you’re automatically being racist.”

      In the end we’re all human beings.. some have blue eyes, other brown, other green. Some have black, red, blonde, or brown hair. Yet, when you say someone has brown or blue eyes, are you being racist? Absolutely not. How is this any different?

      • I would agree that the simple description of humans by *any* category is not bad in and of itself. Putting male on a job application is certainly not sexist, and as others have mentioned above, there is nothing limiting this site as “exclusive” in a real sense. Technically, if whites want to use this search engine, they are free to do so; it’s simply an alternate search engine with different ranking priorities.

        • it’s not about what it does, but about what it represents. the kkk can legally gather and have meetings, but what they stand for isn’t right.

  10. But what if a community _wants_ resources targeted to their needs and interests? Is the BET channel bad because it's targeted at the African American community? What about Latino programming? Or any of the several Christian channels? Then there's AM radio…yikes!

    Perhaps the difference you are concerned about is whether a community generates the content themselves vs. having someone else aggressively market to them?

    Or more importantly, perhaps you are concerned simply that the more proliferation of media that identifies itself as being targeted at a particular community, the less we are "one people". That's sort of the "I'm an American before I'm an XXXX-American" debate, where XXXX is African, Asian, Native, etc.

    Since I'm not personally part of a minority group, I guess I ultimately don't get a say in this. But for me personally, I'm very sensitive about trying to tell people who _are_ in minority groups what they can or can't do to express their sense of community.

  11. But what if a community _wants_ resources targeted to their needs and interests? Is the BET channel bad because it’s targeted at the African American community? What about Latino programming? Or any of the several Christian channels? Then there’s AM radio…yikes!

    Perhaps the difference you are concerned about is whether a community generates the content themselves vs. having someone else aggressively market to them?

    Or more importantly, perhaps you are concerned simply that the more proliferation of media that identifies itself as being targeted at a particular community, the less we are “one people”. That’s sort of the “I’m an American before I’m an XXXX-American” debate, where XXXX is African, Asian, Native, etc.

    Since I’m not personally part of a minority group, I guess I ultimately don’t get a say in this. But for me personally, I’m very sensitive about trying to tell people who _are_ in minority groups what they can or can’t do to express their sense of community.

  12. But what if a community _wants_ resources targeted to their needs and interests? Is the BET channel bad because it’s targeted at the African American community? What about Latino programming? Or any of the several Christian channels? Then there’s AM radio…yikes!

    Perhaps the difference you are concerned about is whether a community generates the content themselves vs. having someone else aggressively market to them?

    Or more importantly, perhaps you are concerned simply that the more proliferation of media that identifies itself as being targeted at a particular community, the less we are “one people”. That’s sort of the “I’m an American before I’m an XXXX-American” debate, where XXXX is African, Asian, Native, etc.

    Since I’m not personally part of a minority group, I guess I ultimately don’t get a say in this. But for me personally, I’m very sensitive about trying to tell people who _are_ in minority groups what they can or can’t do to express their sense of community.

  13. But what if a community _wants_ resources targeted to their needs and interests? Is the BET channel bad because it’s targeted at the African American community? What about Latino programming? Or any of the several Christian channels? Then there’s AM radio…yikes!

    Perhaps the difference you are concerned about is whether a community generates the content themselves vs. having someone else aggressively market to them?

    Or more importantly, perhaps you are concerned simply that the more proliferation of media that identifies itself as being targeted at a particular community, the less we are “one people”. That’s sort of the “I’m an American before I’m an XXXX-American” debate, where XXXX is African, Asian, Native, etc.

    Since I’m not personally part of a minority group, I guess I ultimately don’t get a say in this. But for me personally, I’m very sensitive about trying to tell people who _are_ in minority groups what they can or can’t do to express their sense of community.

  14. I'm sorry, but seriously, how much controversy would there be if there were a "white" search engine? People wonder why African Americans are treated differently, but they kind of separate themselves. Black only programs, Black Entertainment Television (BET), Miss Black USA, etc.. you don't see white people doing that kind of thing because we don't want to be misconstrued as racist. However, I see their side being just as prejudiced and exclusive. I understand giving a race or culture a means of finding things that better suit them, but isn't that insinuating that we AREN'T all the same?

    • You`re argument makes me think of the why do we have women`s studies, but not men`s studies in university issue. It`s because for the most part everything we learn is about men. Sorry to say it, but most of the media is geared to white people. So, it`s kind of the same thing.

  15. I’m sorry, but seriously, how much controversy would there be if there were a “white” search engine? People wonder why African Americans are treated differently, but they kind of separate themselves. Black only programs, Black Entertainment Television (BET), Miss Black USA, etc.. you don’t see white people doing that kind of thing because we don’t want to be misconstrued as racist. However, I see their side being just as prejudiced and exclusive. I understand giving a race or culture a means of finding things that better suit them, but isn’t that insinuating that we AREN’T all the same?

    • You`re argument makes me think of the why do we have women`s studies, but not men`s studies in university issue. It`s because for the most part everything we learn is about men. Sorry to say it, but most of the media is geared to white people. So, it`s kind of the same thing.

  16. I guess there's an innate need in everyone to NOT be the same. I think we were meant to be separate but equal.

  17. I guess there’s an innate need in everyone to NOT be the same. I think we were meant to be separate but equal.

  18. black eyes, blue eyes, black hair, brown hair. these are all features that can visibly distinguish a person. the color of your skin can't. how many people consider someone like tiger woods black? he's not really black, but people consider him black because he LOOKS like it. in other countries, they don't have black and white, they have shades of black and shades of white. in america, we consider a person that may be a light coffee color to be black as well as a person that is like coffee beans. we bunch them together.

    by creating a channel or search engine that "caters towards a certain groups interests" we assume their interests. if i go up to a random black person and ask them if they like soul food and BET then they'll probably be offended. obviously they'd be offended by me randomly asking them such a question, but it's similar to people assuming that i know an asian language or that i know how to make asian cuisine. or people assuming i'm really good at math just cause i look asian. when you assume, you make an ass out of u and me.

  19. black eyes, blue eyes, black hair, brown hair. these are all features that can visibly distinguish a person. the color of your skin can’t. how many people consider someone like tiger woods black? he’s not really black, but people consider him black because he LOOKS like it. in other countries, they don’t have black and white, they have shades of black and shades of white. in america, we consider a person that may be a light coffee color to be black as well as a person that is like coffee beans. we bunch them together.

    by creating a channel or search engine that “caters towards a certain groups interests” we assume their interests. if i go up to a random black person and ask them if they like soul food and BET then they’ll probably be offended. obviously they’d be offended by me randomly asking them such a question, but it’s similar to people assuming that i know an asian language or that i know how to make asian cuisine. or people assuming i’m really good at math just cause i look asian. when you assume, you make an ass out of u and me.

  20. If youre looking for potentially racist websites, this one is probably less offensive than gizoogle.com

  21. If youre looking for potentially racist websites, this one is probably less offensive than gizoogle.com

  22. Personally, I don’t see anything wrong with this.

    Would a search engine for italian food be all that wrong? People liking italian food might like to use this instead of another “recipe” search engine.

    There are all sorts of search engines out there… for women, for gay people, for IT workers… is this all that different?

    • come on, a search engine for food and a search engine for black people are totally different.

      Why can’t black people, gay people, Latino people, Asian people and other minorities / nationalities use Google? What is wrong with Google, Yahoo, MSN and all the other search engines?

      I just feel that by having a “black search engine”, it presents a “symbolic barrier”. It says “black people are different”. In this day and age, when a black man is on the verge of making history and becoming the president of the United States, we shouldn’t be making barriers like this for ourselves.

      • Hmm, we’re talking about providing a service to someone who might like something different. Obviously, black people use different products for their hair than us.. mainly women..

        One of my female friend, who is black, was using some kind of strange homemade mixture to put in her hair to make it straight. The result was splendid… obviously Google CAN do the job, but a specific search engine that would return results better targetted for one type of hair would be preferable to black people interested in this…

        But yes, I’m sure Google can do the job quite well…. I think this is a clever marketing trick from ASK.com to gain a bigger share of the search engine pie.

  23. I'm not sure what is so racist about Rushmore Drive – it's professionally done and offers a quality product to a specific audience. For example, I searched "photoshop tutorials" and got good search results. I then searched for "Langston Hughes" (awesome poet) and got a far more concise set of results than from any other search engine.

    How is this any different than social sites like Black Planet, Batanga, Orkut, etc? Just because average white people feel left out means it's racist? If the site was intentionally built to purposefully exclude a particular group, then I'd buy the argument.

    This site is healthy for the web and I applaud the people behind it. While we should unite as one nation, we should also temper that by embracing our own cultural differences. We are who we are and there is nothing wrong with that.

    On a side note, I never thought I'd see a post so thought-provoking on GAS. Thanks for the dialogue. This is what needs to keep happening. :)

  24. I’m not sure what is so racist about Rushmore Drive – it’s professionally done and offers a quality product to a specific audience. For example, I searched “photoshop tutorials” and got good search results. I then searched for “Langston Hughes” (awesome poet) and got a far more concise set of results than from any other search engine.

    How is this any different than social sites like Black Planet, Batanga, Orkut, etc? Just because average white people feel left out means it’s racist? If the site was intentionally built to purposefully exclude a particular group, then I’d buy the argument.

    This site is healthy for the web and I applaud the people behind it. While we should unite as one nation, we should also temper that by embracing our own cultural differences. We are who we are and there is nothing wrong with that.

    On a side note, I never thought I’d see a post so thought-provoking on GAS. Thanks for the dialogue. This is what needs to keep happening. :)

  25. Spot on. I'll never understand why the colour of someone's skin has been such a touchy subject for so long. I think one could maybe be accused of ignorance for not appreciating that people are all different colours, but then there are some people who feel that they should separate people into explicit groups of "black" and "white", Circle A and Circle B. We're all just human! I don't even want to think what would happen if a "Search Engine for White People" came out, that would be just as inappropriate!

  26. Spot on. I’ll never understand why the colour of someone’s skin has been such a touchy subject for so long. I think one could maybe be accused of ignorance for not appreciating that people are all different colours, but then there are some people who feel that they should separate people into explicit groups of “black” and “white”, Circle A and Circle B. We’re all just human! I don’t even want to think what would happen if a “Search Engine for White People” came out, that would be just as inappropriate!

  27. Gotta say, IMHO this is a step in the right direction.

    I come from a Brazilian cultural background, and I can't tell you how many times I fire up google to try and find supplies / equipment for my needs and end up with totally useless results catering to a Mexican / Hispanic audience.

    Google is great, but the large number of mexican-americans living in the US tends to bias the search results a bit. And NO mexican brown beans and seasonings are NOT a good substitute for the black beans and seasonings I need.

    Hopefully they will do well and others will look to other niche markets and find a way to serve our needs as well.

  28. Gotta say, IMHO this is a step in the right direction.

    I come from a Brazilian cultural background, and I can’t tell you how many times I fire up google to try and find supplies / equipment for my needs and end up with totally useless results catering to a Mexican / Hispanic audience.

    Google is great, but the large number of mexican-americans living in the US tends to bias the search results a bit. And NO mexican brown beans and seasonings are NOT a good substitute for the black beans and seasonings I need.

    Hopefully they will do well and others will look to other niche markets and find a way to serve our needs as well.

  29. Just wondering how many of the comments posted are from black people? Why is it that whites seem to need to have opinions about what is an okay for black people to do — like having a special search engine, or sitting together in the high school cafeteria? Why do you care?

    • Good point, I believe that as white people, we are being pressured into thinking that we (the white population) have to repay the black community for actions our ancestors did a long time ago. I have friends of many shapes, sizes, genders, and yes, colors. But being white myself, everything I hear on the news, read in the paper, see on the internet and television has to do with my race basically apologizing to the black community for being "white". My black friends do not see this, but then again they are my friends.

  30. Just wondering how many of the comments posted are from black people? Why is it that whites seem to need to have opinions about what is an okay for black people to do — like having a special search engine, or sitting together in the high school cafeteria? Why do you care?

    • Good point, I believe that as white people, we are being pressured into thinking that we (the white population) have to repay the black community for actions our ancestors did a long time ago. I have friends of many shapes, sizes, genders, and yes, colors. But being white myself, everything I hear on the news, read in the paper, see on the internet and television has to do with my race basically apologizing to the black community for being “white”. My black friends do not see this, but then again they are my friends.

  31. Honestly I think this is great idea specially as people have mentioned before targeting audiences is great for both supplier and client. As I see it the problem here is how people are advertising it, take for example the title of the article "Beaming Online Services Toward Blacks" instead of something like "new marketing possibilities", or something more creative :P. If there's any racism in this it certainly doesn't come from the search engine designers, then again this just my opinion.

  32. Honestly I think this is great idea specially as people have mentioned before targeting audiences is great for both supplier and client. As I see it the problem here is how people are advertising it, take for example the title of the article “Beaming Online Services Toward Blacks” instead of something like “new marketing possibilities”, or something more creative :P. If there’s any racism in this it certainly doesn’t come from the search engine designers, then again this just my opinion.

  33. If they came out with a White peoples Search I wouldn't use that either! I went to Rushmoredrive, took forever to load, looks like more of a social type of thingy then a search engine. Did a search for "hair products" on it, and a Google search for "African hair products", and found Google to be more comprehensive.

    Just a marketing ploy is my take on it.

    //bob

  34. If they came out with a White peoples Search I wouldn’t use that either! I went to Rushmoredrive, took forever to load, looks like more of a social type of thingy then a search engine. Did a search for “hair products” on it, and a Google search for “African hair products”, and found Google to be more comprehensive.
    Just a marketing ploy is my take on it.
    //bob

  35. Sure.. and I'd like my search engine to concentrate on the things that interest me, sorting the most relevant to the top.

    Right now though, neither my computer or Google have much idea of who I am and what I want. Someday they will, and everything becomes a highly skilled personal assistant who knows what I need to know and when I need to know it.

    This is just the beginning.

  36. Sure.. and I’d like my search engine to concentrate on the things that interest me, sorting the most relevant to the top.

    Right now though, neither my computer or Google have much idea of who I am and what I want. Someday they will, and everything becomes a highly skilled personal assistant who knows what I need to know and when I need to know it.

    This is just the beginning.

  37. This search engine is nothing more than an ethno-centric data-mining operation to collect as much information on what the black community is looking into.

  38. This search engine is nothing more than an ethno-centric data-mining operation to collect as much information on what the black community is looking into.

  39. I'm planning to release a new search engine targeted for Visigoths and Spiders.

    (movie geek cred for spotting the allusion).

  40. I’m planning to release a new search engine targeted for Visigoths and Spiders.

    (movie geek cred for spotting the allusion).

  41. I don't see anything particularly wrong with it. Although I do think it is pretty weird. I am (half)black and use google <_<. It works fine for me. But I look at it no different than a search engine for kids for example.

  42. I don’t see anything particularly wrong with it. Although I do think it is pretty weird. I am (half)black and use google <_<. It works fine for me. But I look at it no different than a search engine for kids for example.

  43. I'm late with this posting because I just came across the article. All Americans are equally Americans. All information is pertinent in it's own way. And all information is more pertinent to some Americans than to other Americans. A search engine that focuses on a specific demographic's interests is only divisive if you feel that you are being shunned, left out, or your interests diminished by that web sites existence. ESPN is not just a web site, but also operates as a search engine for those interested in sports related information. Anything you can get from ESPN, you can get from Google, but ESPN filters out non sports related information that would appear using the same search words. No one considers ESPN to be divisive, even though they agree that some sports fan(atic)s live in a sub-culture with values and perspectives on life that differ from the majority of Americans. If you consider RushmoreDrive a filter for a specific demographic's interests, then the racist aspect should not come into play.

    I am lower middle class, but I'm not threatened by the existence of search engines geared toward the rich. I sometimes feel bad because they show the difference between their lives and mine, but they didn't create those sites to make me feel bad, they did it to filter out information that does not pertain to their interests. Any bad feelings on my part are my issues, not theirs, and they should not be chastised for dealing with their lives that are distincly different from mine, even though we're equally American. The same goes for those who have issue with RushmoreDrive.

  44. I’m late with this posting because I just came across the article. All Americans are equally Americans. All information is pertinent in it’s own way. And all information is more pertinent to some Americans than to other Americans. A search engine that focuses on a specific demographic’s interests is only divisive if you feel that you are being shunned, left out, or your interests diminished by that web sites existence. ESPN is not just a web site, but also operates as a search engine for those interested in sports related information. Anything you can get from ESPN, you can get from Google, but ESPN filters out non sports related information that would appear using the same search words. No one considers ESPN to be divisive, even though they agree that some sports fan(atic)s live in a sub-culture with values and perspectives on life that differ from the majority of Americans. If you consider RushmoreDrive a filter for a specific demographic’s interests, then the racist aspect should not come into play.

    I am lower middle class, but I’m not threatened by the existence of search engines geared toward the rich. I sometimes feel bad because they show the difference between their lives and mine, but they didn’t create those sites to make me feel bad, they did it to filter out information that does not pertain to their interests. Any bad feelings on my part are my issues, not theirs, and they should not be chastised for dealing with their lives that are distincly different from mine, even though we’re equally American. The same goes for those who have issue with RushmoreDrive.

  45. So where does this lead us? Are we expected to use google to search for a suitable search engine that meets our needs? Will we eventually reach a stage where we have search engines to find the search engine our particular minority group should use. It's a sales marketers dream as they can target specific interest groups. it also means that the user is never exposed to any ideas that are 'outside their box' – a scientologists dream…

  46. So where does this lead us? Are we expected to use google to search for a suitable search engine that meets our needs? Will we eventually reach a stage where we have search engines to find the search engine our particular minority group should use. It’s a sales marketers dream as they can target specific interest groups. it also means that the user is never exposed to any ideas that are ‘outside their box’ – a scientologists dream…