The author would do well to look up SGML; Markdown is fundamentally about sugaring the syntax for tag-oriented markup and is defined as a superset of HTML, so mistaking it for something like TeX or Word really demonstrates a failure to engage with Markdown per se. I suppose that the author can be forgiven somewhat, considering that they are talking to writers, but it's yet another example of how writers really only do research up to the point where they can emit a plausible article and get paid.
It’s worth noting that Microsoft bought PowerPoint, GitHub, LinkedIn, and many other things—but it did in fact create Word and Excel. Microsoft is, in essence, a sales company. It’s not too great at designing software.
So close to a real insight! The correct lesson is that Microsoft, like Blizzard, is skilled at imitating what's popular in the market; like magpies, they don't need to have a culture of software design as long as they have a culture of software sales. In particular, Microsoft didn't create Word or Excel, but ripped off WordPerfect and Lotus 1-2-3.
If you want to know how Google specifically does things, search for "TeraGoogle"; it's not a secret name although I don't think it has a whitepaper. The core insight is that there are tiers of search results. When you search for something popular that many other people are searching for, your search is handled by a pop-culture tier which is optimized for responding to those popular topics. The first and second pages of Google results are served by different tiers; on Youtube, the first few results are served from a personalized tier which (I expect has) cached your login and knows what you like, and the rest of the results are from a generalist tier. This all works because searches, video views, etc. are Pareto-allocated; most of the searches are for a tiny amount of cacheable content.
There's also a UX component. Suppose that you dial Alice's server and Alice responds with a Web app that also fetches resources from Bob's server. This can only be faster for you in the case where Bob is so close to you (and so responsive) that you can dial Bob and get a reply faster than Alice finishes sending her app. But Alice and Bob are usually colocated in a datacenter, so Alice will always be closer to Bob than you. This suggests that if Alice wants to incorporate content from Bob then Alice might as well dial Bob herself and not tell you about Bob at all. This is where microservices shine. When you send a search to Google, Youtube, Amazon, or other big front pages, you're receiving a composite result which has queries from many different services mixed in. For the specific case of Google, when you connect to
google.com, you're connecting to a machine running GWS, and GWS connects to multiple search backends on your behalf.Finally, how typical of a person are you? You might not realize how often your queries are handled by pop-culture tiers. I personally have frequent experiences where my search turns up zero documents on DDG or Google, where there are no matching videos on Youtube, etc. and those searches take multiple seconds to come up empty. If you're a weird person who constantly finds googlewhacks then you're not going to perceive these services as optimized for you, because they cannot optimize for the weird.