This book is already a classic in the technology ethics literature, and despite the fading of search engine bias from the public consciousness the lessons Noble draws out unfortunately remain widely applicable. The appeal to black box algorithms as a neutral arbiter of authority has only increased since this book's publication, and Noble vividly demonstrates how many factors - from the biases of developers, to the inherently subjective and normative nature of quality metrics and interface design, to the data used to train the algorithms - can bring algorithmic outputs to a very dark, racist place. The implications of that are also examined, with the amplification, scaling up, and ossification of current biases being a huge concern. Highly recommend