🔍 Meet the new Google Search

October 1, 2021

The Hustle

You asked, now we’re answering. Find the 1st edition of our new Ask The Hustle column down below. It’s hilarious, especially if you like mermaids.

Today’s rundown:

  • One true answer: Google’s quest to make search perfect.
  • Story in a chart: San Francisco’s pricey trash can problem.
  • Ask The Hustle: Don’t miss our new advice column.

Let’s do it.

the big lead
Google search on a phone

Google Search is growing up, and its future is all about context

For a while now, Google has offered far more than the “ten blue links” they started with, including images, videos, maps, shopping, and other filters.

At its recent Search On event, the company outlined the next frontier of search, which they expect will bring these formats together to give more detailed answers.

Machine learning will play a crucial role

Google’s Multitask Unified Model (MUM) will help add context to deliver more comprehensive results. Some examples include:

  • Offering “Things to know” boxes about a given search, pointing to different subtopics to explore
  • Returning subsections of videos that relate to a given search, even if the entire video doesn’t
  • Showing available inventory at local stores for shopping-related searches

While this new level of granularity could make Google Search even better, there is a catch.

To get better outputs, users need to give Google more inputs

One way Google is hoping this will happen is through increased usage of Google Lens, its image recognition software that allows users to search for items through their camera. To do so, Google is making Lens easier to find and use by:

  • Building Lens functionality into the Google app on iOS
  • Adding Lens to the Chrome browser on desktops

By collecting more searches across text, images, and videos, Google believes it will be able to help users find exactly what they need.

But there are downsides

With higher expectations, Google will be under more pressure to deliver the perfect search results.

This dynamic — previously referred to as the “one true answer” problem — opens the door to criticism about biases, which is especially complicated in the context of recent controversy around the company’s AI biases.

On a brighter note, check out some of the cool things you can do with Google Lens.

Share on Facebook Share on Twitter Send as email to a friend View on our website

Hey, remember getting your ears pierced at Claire’s? Just 3 years after filing for bankruptcy, the retailer is now filing for an IPO. #ecommerce-retail

SolarReviews made a calculator that offers solar savings estimates for your home. Here’s a video explaining how it works. #clean-energy

Whoa: Doctors have successfully used gene editing to improve the eyesight of some patients with severe vision impairment. #emerging-tech

Safety first: Last year, Epic Games acquired kidtech company SuperAwesome. Now, Epic is offering parent verification services for free to all game developers. #privacy

Mining map: CNBC breaks down the best states for crypto mining based on energy prices. Among them are neither California nor Connecticut. #fintech-cryptocurrency

Yikes: 21 current and former Blue Origin employees published a letter accusing Jeff Bezos’s space company of sexism, harassment, environmental wrongdoings, and a toxic culture. #big-tech

San Francisco trash can costs

In San Francisco, one person’s trash (can) is another’s treasure

Since 2018, San Francisco has struggled to develop a new public garbage can.

The city’s ideal can has a fullness sensor; is rollable, durable, and tamper-proof; and, most importantly, looks sexy. City officials have reportedly doubled down on the aesthetics part, and it’s driven up costs.

The city’s initial proposal placed per-can costs at <$1k. Today, estimates are closing in on $5k. San Francisco plans to procure 3.3k cans, meaning the project could ultimately total $16.5m.

Share on Facebook Share on Twitter Send as email to a friend View on our website
Ask The Hustle
Borat on a boat

‘I need some great mermaid names for my charter boats’

Last week we invited you to slide into our DMs, and almost 300 of you wrote in with questions. We got some crazy ones, and here’s our 1st installment:

“I need some great mermaid names for my charter boats. My company name is Salty Mermaid Beach Boats.” — Gabriele from Clearwater Beach, FL

Here you go, Gabriele. Hope you enjoy a pun…

  • The Sea Suite
  • Crypto Current Sea
  • Knot Safe for Work
  • Out of Of-Fish


The Hust-Shell

Have more names for Gabriele? Submit them here and we’ll publish the best ones next week.

And remember, our door is always open: keep asking The Hustle. Extra points if your question makes us LOL.

Share on Facebook Share on Twitter Send as email to a friend View on our website

🎉 On this day: In 1971, Walt Disney World Resort opened in Florida. This year, the park will celebrate its 50th anniversary with an event that lasts 18 months.

Wait, what: Researchers in the Netherlands say we could use a DNA cheek swab to see if we had a twin that didn’t survive. And it’s not that rare — studies indicate it could be ~12% of people.

📊 Useful: This TikTok account shares almost nothing but handy Microsoft Excel tips and tricks.

🔨 DIY: Bob of “I Like to Make Stuff” shows how you can turn any cabinet into pullout drawers.

🔴 That’s interesting: NASA’s InSight lander captured the 3 biggest earthquakes — er, marsquakes — ever recorded on the Red Planet. They were ~4.0 on the Richter scale and 1 lasted ~90 minutes.

😆 Haha: This cute “Star Wars” stop-motion animation shows the lighter side of the dark side.


(A roundup of our best reads from the last couple weeks…)

🚌 Feature story: Why America has a school bus driver shortage.

🤖 Our convo with XPrize founder Peter Diamandis.

🏌️ It’s tee time: The golf business is booming.

🧑‍🦰 The big business of hair transplants.

✈️ Could airlines band together to ground unruly passengers?

Shower Thoughts
  1. “Eating grapes with milk is trashy but wine with cheese is classy.”
  2. “A diss track is usually just two grown men in separate rooms writing poems about each other.”
  3. “If anyone meets 100% of the minimum requirements for a job posting, they are definitely over-qualified for that job.”
  4. “People try finding the ‘hottest’ peppers. But no one tries to find the ‘coldest’ mint.”
  5. “Voldemort can’t wear sunglasses.”
via Reddit
Flashback Friday
Flashback to October 1

How did you like today’s email?

Join 1.5m+ professionals getting The Hustle daily news brief

Business and tech news in 5 minutes or less

100% free, no ads or spam, unsubscribe anytime


How'd Bezos build a billion dollar empire?

In 1994, Jeff Bezos discovered a shocking stat: Internet usage grew 2,300% per year.

Data shows where markets are headed.

And that’s why we built Trends — to show you up-and-coming market opportunities about to explode. Interested?

Join us, it's free.

Look, you came to this site because you saw something cool. But here’s the deal. This site is actually a daily email that covers the important news in business, tech, and culture.

So, if you like what you’re reading, give the email a try.

If you don’t like it, unsubscribe any time. Privacy policy.

[email-submission-form redirect-to-home="true" button-text="Join Free" include-trends-opt-in="true" id="main-signup-form" fail-url="" success-url="https://thehustle.co/signup" default-source="thehustleco" default-campaign="home"]
<script type="text/javascript"> var onloadCallback = function() { grecaptcha.render('verify-your-humanity', { 'sitekey' : '6LdddrcZAAAAALyttpvOqiwQGwq5BNhgDz4tMQGE' }); }; function getCookieValue(a) { var b = document.cookie.match('(^|[^;]+)\\s*' + a + '\\s*=\\s*([^;]+)'); return b ? atob(decodeURIComponent(b.pop())) : ''; } function setHiddenFieldValue(wrappingDiv, searchParams, className, utmName, cookieName, defaultValue) { var el = wrappingDiv.getElementsByClassName(className)[0]; var existingVal = el.getAttribute('value'); var newVal = searchParams.get(utmName) || getCookieValue(cookieName); if ((existingVal == null || existingVal == '' || existingVal == defaultValue) && (newVal != null && newVal != '')) { el.setAttribute('value', newVal); } } function setHiddenFieldValueFromUtm( wrappingDiv, searchParams, className, utmName, defaultValue ) { var el = wrappingDiv.getElementsByClassName(className)[0]; if (el != null) { var existingVal = el.getAttribute("value"); var newVal = searchParams.get(utmName); if (newVal != null && newVal != "") { el.setAttribute("value", newVal); } } } function initForm() { var wrappingDivs = document.getElementsByClassName('email-submission'); wrappingDivs.forEach(wrappingDiv => { var sp = new URLSearchParams(window.location.search); setHiddenFieldValue(wrappingDiv, sp, 'funnel-source', 'utm_source', 'funnel_source', 'thehustleco'); setHiddenFieldValue(wrappingDiv, sp, 'funnel-campaign', 'utm_campaign', 'funnel_campaign', 'home'); setHiddenFieldValue(wrappingDiv, sp, 'funnel-medium', 'utm_medium', 'funnel_medium', ''); setHiddenFieldValue(wrappingDiv, sp, 'funnel-referral', 'ref', 'funnel_referral', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-a', 'a', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-c', 'c', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-o', 'o', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-oc', 'oc', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-e', 'e', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-f', 'f', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-r', 'r', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-t', 't', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s1', 's1', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s2', 's2', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s3', 's3', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s4', 's4', ''); setHiddenFieldValueFromUtm(wrappingDiv, sp, 'funnel-s5', 's5', ''); var error_message = getCookieValue('funnel_error_message'); if (error_message && error_message.trim() != '') { var error = wrappingDiv.getElementsByClassName('funnel-error')[0]; var prev_email = getCookieValue('funnel_email'); error_message = prev_email + " is not valid. Please try again"; error.innerHTML = error_message; error.style = ''; } }); if (false) { initCaptchaFormV2(); } } function initCaptchaFormV2() { var v3RecaptchaResponseEl = document.getElementById('recaptcha-response-v3'); v3RecaptchaResponseEl.parentNode.removeChild(v3RecaptchaResponseEl); var wrappingDiv = document.getElementById('main-signup-form'); var subForm = wrappingDiv.getElementsByClassName('email-submission')[0]; var captchaVersion = document.createElement('input'); captchaVersion.class = 'g-recaptcha hidden-input'; captchaVersion.type = 'hidden'; captchaVersion.name = 'g-recaptcha-response-v2'; captchaVersion.value = 'true'; subForm.appendChild(captchaVersion); var captchaEl = document.createElement('div'); captchaEl.id = 'verify-your-humanity'; subForm.appendChild(captchaEl); var captchaApiScriptEl = document.createElement('script'); captchaApiScriptEl.src = 'https://www.google.com/recaptcha/api.js?onload=onloadCallback&render=explicit'; captchaApiScriptEl.async = true; captchaApiScriptEl.defer = true; document.head.appendChild(captchaApiScriptEl); } function appendCheckboxes() { var optInDivs = document.querySelectorAll('.trends-opt-in'); optInDivs.forEach(el => { if (el.getElementsByClassName('trends-opt-in-checkbox').length < 1) { var checkbox = document.createElement('input'); checkbox.setAttribute('class', 'trends-opt-in-checkbox'); checkbox.setAttribute('type', 'checkbox'); checkbox.setAttribute('name', 'trends_opt_in'); var label = document.createElement('label'); label.setAttribute('class', 'trends-opt-in-text'); label.textContent = "Yes, I'd like to receive updates on market opportunities before they explode from Trends by The Hustle"; el.appendChild(checkbox); el.appendChild(label); checkbox.click(); } }) } window.addEventListener('DOMContentLoaded', (event) => { var funnel_email_cookie = getCookieValue('funnel_email'); if ( (true) && (funnel_email_cookie != null && funnel_email_cookie != '') ) { window.location.replace('/home'); } initForm(); if (true) { appendCheckboxes(); } }); </script> <div class="email-signup" id=main-signup-form> <div class="funnel-error" style="display:none;"></div> <form class="email-submission" action="https://cms.thehustle.co/api/v1/contacts/wordpress_create" method="post"> <input class="funnel-source hidden-input" type="hidden" name="source" value="thehustleco"> <input class="funnel-campaign hidden-input" type="hidden" name="campaign" value="home"> <input class="funnel-medium hidden-input" type="hidden" name="medium"> <input class="funnel-referral hidden-input" type="hidden" name="referral_code"> <input class="funnel-fail-url hidden-input" type="hidden" name="fail_url" value=""> <input class="funnel-a hidden-input" type="hidden" name="a" value=""> <input class="funnel-c hidden-input" type="hidden" name="c" value=""> <input class="funnel-o hidden-input" type="hidden" name="o" value=""> <input class="funnel-oc hidden-input" type="hidden" name="oc" value=""> <input class="funnel-e hidden-input" type="hidden" name="e" value=""> <input class="funnel-f hidden-input" type="hidden" name="f" value=""> <input class="funnel-r hidden-input" type="hidden" name="r" value=""> <input class="funnel-t hidden-input" type="hidden" name="t" value=""> <input class="funnel-s1 hidden-input" type="hidden" name="s1" value=""> <input class="funnel-s2 hidden-input" type="hidden" name="s2" value=""> <input class="funnel-s3 hidden-input" type="hidden" name="s3" value=""> <input class="funnel-s4 hidden-input" type="hidden" name="s4" value=""> <input class="funnel-s5 hidden-input" type="hidden" name="s5" value=""> <input class="funnel-success-url hidden-input" type="hidden" name="success_url" value="https://thehustle.co/signup"> <input id="recaptcha-response-v3" class="g-recaptcha hidden-input" type="hidden" name="g-recaptcha-response" value=""> <input class="signup-email" type="email" name="email" placeholder="Your email address" required> <input class="email-submit" type="submit" value="Join Free"> <div class="trends-opt-in"></div> <div submit-success> <template type="amp-mustache"> <p class="c-message c-message--success">Thank you for subscribing.</p> </template> </div> <div submit-error> <template type="amp-mustache"> <p class="c-message c-message--failed">Your submission failed. Please try again!</p> </template> </div> </form> </div>