The New York Times ran a disturbing opinion piece about Google by the founder of search engine marketing consulting firm Berlin SEM. In it he discusses counter-messaging ads offering "redirection", where marketers "swerve your monetizable desperation. But we can also swerve something bigger: your beliefs, convictions and ideology."Nearly one in three apparently suicidal searchers who viewed his ad then dialed his hotline number -- which then forwarded the calls to the National Suicide Prevention Lifeline. But he expressed surprise that Google "let me run the ads with no issue... I didn't need qualifications to be a conduit of peoples' fates." He later tried creating another campaign for prospective school shooters, "but the conversion rates were low. These prospective shooters were reluctant to speak with someone."Yet one study found that more than 50% of people using Google couldn't distinguish between ads and "organic" results on Google [ see page 151 ] -- and with this experiment, that raises a very important issue. "With the ISIS campaign, Google decided what a radical view was, who seemed to hold those views and who should be able to view them. It's hard to be cynical about an initiative that deters extremism."But entering the domain of social engineering is a slippery slope. The standard of what needs to be deradicalized is adjustable..."