The interpretation of Google as cultural phenomenon - even soap opera - takes on stronger form on kuro5hin.org's story on 'Google Update Esmeralda'.

The article is written in a an informal talkative style and the author anthropomorphizes Google versions (named like hurricanes) and different parts of Google's software as well:

To add to the mysteriousness, Freshbot began to act a little more like the Deepcrawler. Traditionally, Freshbot came from a different IP range and added pages to the index immediately as opposed to once a month like Deepbot did.

It's interesting to contrast this treatment of Google versions, and Google's crawlers as soulful natural creatures with the way we (or I at least) treat our personal software. While the same infusion of soul applies, we are at all times aware of being using only a copy of something. Insignificant on it's own. It is just a form. The Googlebots on the other hand have a subjective nature. They have identity after all, and location.