Why, when he asked Google his question, was he directed to a white nationalist website trading in vicious propaganda, rather than to accurate statistics provided by the Federal Bureau of Investigation or the Southern Poverty Law Center? Had he gone to the FBI's webpage, he would have learned that the vast majority of violence against white Americans is committed by white Americans, and that the vast majority of violence against black Americans is committed by black Americans. Had his first hit been the SPLC, he'd have read that the Council of Conservative Citizens is "the modern reincarnation of the old White Citizens Councils," an organization that has "evolved into a crudely white supremacist group." Of course, it may not have mattered. Noble does not necessarily assume that the Charleston massacre would have been averted if these legitimate websites had ranked ahead of white supremacist ones. Roof was quite possibly looking for what his sick predisposition wanted to find, and would have scrolled for pages to find it. But she does rightly hypothesize that Roof's fated search touches upon the larger cultural relationship between search engine optimization and the perpetuation of racial ideologies rooted in a legacy of prejudice dating back to Jim Crow and chattel slavery.