Google has a new time-waster based on word association. Semantris, throws words at you and scores the speed and accuracy of your responses. (Accuracy as defined by popularity in the database.) For example, “mountain” in response to “lion” will get you beaucoup points, but “MGM” won’t score well at all because most people wouldn’t think about Leo, the poor MGM Studio’s mascot.
By playing, you’re becoming part of Google’s vast machine-learning system, but we’re all invested anyway. Besides, there’s a score to chase!