Google is a global Rorschach test. We see in it what we want to see. Google has built an infrastructure that makes a lot of dreams closer to reality.
Can you design a Rorschach test that's going to make everyone feel something every time - and that looks like a Rorschach test? It's easy to show a picture of a kitten or a car accident. The question is how abstract can you get and still get the audience to feel something when they don't know what's happening to them?
Personal identity seems like it's just such an American archetype from Holly Golightly re-inventing herself in 'Breakfast At Tiffany's' to Jay Gatsby in 'The Great Gatsby.' It seems like the sort of archetypal American issue. If you're given the freedom to be anything or be anyone what do you do with it?