Virginia Heffernan points to Google’s blind spot as a media company: they lack essential competence in the craft of editing. Her example is the disappointing presentation of the fantastic Life photo archive collection:

When Google first announced on its blog that the Life archive was up, it seemed like another Google good deed: rescuing the name of Life magazine and the glorious 20th-century tradition of still photojournalism. But Google has failed to recognize that it can’t publish content under its imprint without also creating content of some kind: smart, reported captions; new and good-looking slide-show software; interstitial material that connects disparate photos; robust thematic and topical organization. All this stuff is content, and it requires writers, reporters, designers and curators. Instead, the company’s curatorial imperative, as usual, is merely “make it available.”