WHEN Google Maps launched in 2005, the reaction in some quarters was puzzlement. Why was a search engine getting into cartography? The answer became apparent as it rapidly enhanced the service with navigation, Street View, local business listings and so on. Google doesn't just want to catalogue the online world; it wants to know where everything is in the physical world, too.
Eight years on, that goal looks within reach. Google and its competitors now offer maps of the depths of the oceans and the far side of the Moon. They help their users to navigate everywhere from side streets to shopping malls. And they have revolutionised the way we think about location - putting us, rather than some culturally significant but geographically arbitrary prime meridian, at the centre of the map (see "Uncharted territory: Where digital maps are leading us").
This innovation has made digital maps all but indispensable to millions of people. They provide an alternative view of the world: one that offers suggestions about directions and places. They are also becoming one of the primary tools for exploring the wealth of civic data now available about our surroundings, from crime statistics to traffic flows.
When the maps turn out to be wrong, though, we feel betrayed: witness the rare bloody nose dealt to Apple when it recently unveiled a buggy iPhone map app.
Such trust issues hint at bigger battles to come. Many of today's wondrous maps are powered by deep-pocketed companies, each claiming to offer the ultimate in verisimilitude. But many details of their construction are trade secrets. This matters because all maps have their quirks and biases. Consider the Mercator projection, breakthrough mapping of a different age: it helped make global exploration possible, but grossly distorts the land area of different countries.
More than 80 years ago, the philosopher Alfred Korzybski observed that "the map is not the territory". A representation of reality, no matter how faithful it may seem, is not the same thing as reality itself. We should be mindful of that distinction as digital mapping evolves.
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