Terrence Brooks provides some keen insights about Google in The nature of meaning in the age of Google. He positions Google as a "meaning aggregator":

Aggregating meaning is possible on the Internet because there are many easily accessible semantic objects to be harvested. Analysis of the aggregations can suggest patterns of high likelihood that permit applications to recommend, adapt, profile, forecast and so on.

An aggregation strategy permits Google to suggest the most likely Website to satisfy your query, Amazon.com to suggest a likely book for purchase, and governments to collect clues about terrorists. These are all examples of aggregating the meaning, taste, judgment, knowledge, etc., of a large universe of anonymous, independent agents to determine a common value.

In a similar fashion a stock market pools multiple buys and sells to find a price for an equity. Source