Suppose you're a corporate vice president at a well-known international software company, and you want to check on the visibility of one of your leading researchers in the outside world. You're sitting at your desk, so the most obvious thing to do is to enter their name into a search engine. If the well-known international software company happened to be Microsoft, and if the leading researcher happened to be Microsoft's Susan Dumais, and if the search engine you decided to use happened to be Google, you might be surprised to find that the sponsored link that comes atop the search results is actually from Google itself, exhorting you to ‘Work on NLP at Google’, and alerting you to the fact that ‘Google is hiring experts in statistical language processing’.