We assumed that the billboard on 101, which proclaims The Algorithm Killed Jeeves, was an attack by the machine supremacists of Mountain View against Ask's signature butler. But Valleywag's alert commenters, in an exercise in collaborative journalism, note that IAC's Ask search engine symbolically buried the Jeeves character a year ago in a nasty Manhattan club, and have touted their own algorithm's superiority over Google's. A further clue that this might be some muddled Ask in-joke: a second billboard, spotted by Il Biancone, near Redwood City, explaining the first. The Algorithm is from Jersey; Barry Diller, IAC's boss, has delighted in the idea that a bunch of engineers in despised New Jersey, Ask's home, could take on Google's monopoly, adds commenter tolles. Which begs the question: after a bungled guerrilla campaign against Google's "information monopoly" in London, why another confusing campaign? Ask's merely reminding people of its own earlier failure; dead mascots, rather than be commemorated, are better simply forgotten.