Technology insider blog, TechCrunch, ran a thought-provoking post yesterday about Google (NASDAQ: GOOG) entitled, The Google Set-Top Box. The article speculates that the search-engine giant may leverage its new open-source operating system, Android, to address TV advertising in a revolutionary way. Google is already testing a new ad platform for TV with Echostar (NASDAQ: DISH), being propped up with data provided by a recent deal with Nielsen. But this just addresses the way ads are bought and sold. According to TechCrunch, almighty Google's ambitions for television go way beyond just ad delivery.

In short, the article posits that Google's aspirations for the mobile phone can be applied to the set-top box, itself essentially a computer. Android's open-source application platform can be used to help promote and support new developments that would turn TV watching more like Internet browsing. "In many ways," says Google's head of TV development, Vincent Dureau, "we think that television is becoming like the Internet in that there is a multiplication of channels. This creates challenges for viewers, advertisers and creators."

So, what does this mean in practice?

"Want instant messaging and caller ID on your TV? No problem. Want customized information widgets for the TV that scroll breaking news, weather, sports scores or stock quotes from sources you choose in your own ticker at the bottom of the screen? No problem. Want to turn that annoying ticker off? No problem. Want to control the camera angles on that basketball game? No problem..."

This revolutionary thinking is what gets venture capitalist at Benchmark Capital, Michael Eisenberg, excited. He likes to call this type of thinking: BHAG, or, Big, Hairy, Audacious Goals.

Whether Google is successful in its bid to organize the world's information is anyone's guess. Investing in Google can be seen as an investment in a shot at creating a new ways to consume technology. Complete with some of the most valuable human capital around, a vibrant exploratory work culture and a huge war chest of funds, Google will most likely NOT be a one-trick pony for much longer.

Zack Miller is the Managing Editor of IsraelNewsletter.com and a former equity analyst for a leading multinational hedge fund. Author holds a long-term position in Google.