“The article introduces the pattern of Optimization by Proxy (OBP), which can be found in many large scale distributed systems, including human societies. The pattern occurs when a computationally limited algorithm uses a proxy property as a shortcut indicator for the presence of a hard to measure target quality. When intelligent actors with different motivations control part of the data, the existence of the algorithm reifies the proxy into a separate attribute to be manipulated with the goal of altering the algorithm’s results. This concept is then applied to Google and the many ways it interacts with the various groups of actors on the web. The second part of this article contains examination of how OBP contributes towards the degrading of the content of the web, and how this relates to the Friendly Artificial Intelligence concept of ‘paperclipping’.”