The concept is that because the web allows information to be disseminated so freely there is no way to maintain the association between an author and their original work. For authors Google Knol would be a step in the right direction, but I'm concerned with how Google would go about actually ‘hiring' or selecting authors for a topic (maybe I've missed something- if I have please comment). It is possible that in picking the author for a Knol Google will by default be able to decide the tone and balance of a Knol. The claim that they will not edit any content is laudable but my gut feeling is that in choosing the author they get would editorial influence from the off.

So how will Google make their Knol's attractive to first-timers? The chances are that first time researchers on any topic will have a preferred list of authorities- I know I do, and Google isn't on that list. Maybe it's the risk of misinformation from Wikipedia that excites me, or the way that Mahalo squeezes so much into its search page that incentivises me to dig deeper.