From "Google and the future of search: Amit Singhal and the Knowledge Graph" in The Guardian (19 Jan 2013)

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"We may think we are learning all the time from Google, but by virtue of this ongoing trillion-click analysis, it is learning far more from us.

"In this way, as far back as 2002, Singhal introduced a refinement based on Ludwig Wittgenstein's theory on how the meaning of words is always influenced by context. Searches for ambiguous terms began to look beyond the search terms for other related words. So a phrase such as 'hot dog' would be understood in relation to mustard and baseball games, not overheated canines. 'Nuance,' he says now, 'is what makes us human.'"