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04/14/2004 Archived Entry: "A9"

I just found out about Amazon's new search engine A9. Why the 9?
The first thing I did, like any good narcissist, is type my name in. The results. Different than Google? Not really. I feel like Alan Berliner in his wonderful documentary The Sweetest Sound. Why do we want to see our names in other places, on the Web, in print, on bodies, etc.? A new search engine! Where am I!!!! I'm like the Steve Martin character in The Jerk (hey, jde, don't call me a "jerk" now, ok?) when he realizes that the new phonebooks are out. "I am somebody," he declares upon seeing his name in the listings.