Beating Google by being Google?

Rich Skrenta has posted on How to beat Google. His blog post is earning much praise from the blogosphere.

His point is that you can't beat Google by copying what Google is doing right now. In the post linked above, he urges daring difference and goes on to offer 12 tips to beat Google.

The irony? Every one of Skrenta's 12 tips are things Google itself did to get where it is today. Even as he advocates being different from Google, he is repeating Google's strategy. That's a nice example of fractal logic, yeah!