How does John Battelle use imagery in The Search?

Imagery:

"Consider the Database of Intentions as rich data topsoil on an archaeological layering of technology that over the past half century or so has created the potential for an entirely new culture to emerge."

"According to some early insiders, the hiring process felt like the rush process at an exclusive fraternity house. (This was not entirely accidental. Google executives still compare Google's internal culture to the collegial atmosphere of an elite graduate school.)"