I’ve already tried to pour cold water all over Wikia, and I remain a skeptic on Spock. To the point: the machine powered search algorithms used by companies like Google and Technorati actually aggregate human decisions in a much more effective market-style system than small teams of web professionals judging what content is relevant. The search engines said to be community powered are interesting, but the idea that they will be able to give people what they want more effectively is elitism run amok, an attempt to build a new online “mainstream media” establishment when no such thing is needed, and an admirable but forlorn attempt to substitute labor for capital and taste for popularity.

Oh, I forgot, this is some well-intentioned attempt to save the world from SEO spam. What nonsense.

I had held out on writing a sour note that ripped on Mahalo because I like the idea that people believe that someone might seriously challenge Google in search in the next decade. It’s a silly belief, and certainly not an analysis of any sort, but it is amusing and maybe even a bit inspiring.

What a time to start an Internet business. It will take a very long time, warns Mahalo chief Jason Calcanis, before the search engine will really work well. Or make much money. How convenient.

As a practical matter, most searches end in Google results and then Google ads right now.  The site has an unserious florid look and even the established results pages are pretty weak when you click on the directory-style front page.  It is a new site with apparently a good amount of investment–here’s post from May about its launch–and for now people seem inclined to take it seriously.  But after some pretty positive press about his “human-powered” search engine from Read/Write Web, Jason Calcanis gave a conference speech this week that went sour with the attendees. Dave Winer explains on his blog:

‘Yesterday, and in all his previous marketing, he rails against advertising and spam, which ironically, was exactly what he was doing to the environment at this mostly non-commercial conference. What we said (and I wasn’t the only one speaking back to him, I wasn’t even the first) was a response to this. It didn’t come out of thin air. If he had given a similar speech to venture capitalists, if he offered them no way to win, they would have had the same response, but it probably wouldn’t have been as patient or polite. Now, clearly he doesn’t have the same respect for us that he has for VCs. But it seems that to some extent the success of his company depends on winning over the people here at Gnomedex. If it didn’t, he should have stayed home, because his pitch, as delivered, doesn’t work here, because he didn’t offer us anything we want. We get a better deal from Google, believe it or not.

Some of his argument against Google rings true, very few people love them as we did in their early days, but their proposition to web writers and podcasters is basically fair, it’s a win-win. We get flow from them, they get ad revenue. They also offer us a way to put ads on our sites, so we can profit financially from the relationship. Nothing in Jason’s pitch offers us anything like that. No flow, no money. And technically, it’s not a platform, so we can’t build on it.

We’re people, and we’re smart, Jason, just like you, just like your investors. If you come making a pitch, there should be something for us, or it’s not going to be well received.

So there’s a big bug in the concept behind his company and he tries to blow by it with an attack aimed at one person. That might convince really stupid people, but smart folk can see right through it.

Bottom-line, he needs to figure out a way to build the company so that many others can profit from it. Otherwise I don’t think it has a prayer against Google, which we like less and less as a company, but who basically offers an equitable proposition to the users of the Internet, who the Gnomedex crowd represent in a loose kind of way.

His pitch here failed. He can’t blame me for that. A good CEO goes back to the drawing board and figures out what works.’

Yes, a very, very good CEO finds a way to make the “human-powered” search engine idea work. Like, work in a small niche or something.  But a CEO with a bad idea will keep trying to sell his idea as long as its plentiful funding provides a constant prima facie reminder of what a success it is.

I don’t think I write hyperbolically when I say that you’re about as likely to beat Google’s machine-powered search system now with Mahalo or another “human-powered” system as with a “rat-powered” search where rodents sniff out the best-smelling morsels.