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Pieter Levels and Google spar over the Google Gemini API
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Indie hacking legend Pieter Levels took a shot at Google's AI API which the company did not take lying down.

A versus screen showing Pieter Levels facing off against Google

On Monday, xAI launched its API for the first time. Although it received some mixed reviews,  indie hacking legend Pieter Levels was extremely impressed with how easy it was to set up, claiming it only took “literally 30 seconds” to get the API set up in his apps. 

According to Levels, this is a welcome contrast to the Google Gemini API, which he claims was so frustrating to set up that he just “gave up altogether after 30 minutes.

This is when the sparks started flying.

Nado vs. Levels

Zachary Nado, a research engineer at Google’s AI wing DeepMind, responded to Level’s complaints with a classic gamer diss. He has since deleted the post, but luckily, it has been immortalized in a screenshot.

Levels responded to Nado twice. The first time with a video showing why it’s not a “skill issue”, and the second time with a little clap back…which Nado did not appreciate.

Nado has since come to his senses and realized that winning an argument on X with a man who is known for winning arguments on X probably isn’t the best idea. Or, he realized that tons of negative PR might not be the best thing for his career or his employer. In any case, he deleted the posts and admitted he got a bit “trigger happy.” However, he is standing by his original “skill issue” post.

I reached out to Nado for further comment, but did not receive a response. 

So, that concludes the Nado saga, but it doesn’t answer the underlying question: is Levels’s preference of xAI API’s over Google’s a skill issue?

Skill issue?

The crux of the issue is how difficult it is to set up the two APIs. Levels claims that xAI’s is way easier to set up than Google’s, but Nado and Logan Kilpatrick, the product lead for Google’s AI Studio, disagree. According to Kilpatrick, you can set up Google’s API with just three clicks on Google AI Studio, which is Google’s AI homebase. 

Levels then put Kilpatrick’s claims to the test and found that, although AI Studio is an improvement, it still suffers from no OpenAI-compatible queries (which xAI has) and way too many legal popups. Thus, he concludes that “Google is taken over by lawyers.

To Kilpatrick’s credit, he didn’t belittle Levels in the face of this criticism. Instead, he responded by putting on his founder mode hat, moving to remove some of the popups and hustling to release OpenAI compatibility

And, although there is still much work to be done, it seems to have gotten off to a good start.

The Google turnaround

This is not the first time that Levels has taken aim at Google, and judging from some of the replies on his API complaint post, he is far from the only one unhappy with the search giant. 

Levels attributes Google’s ills to excessive corporate bureaucracy, which checks with his comment on Google being taken over by lawyers.

Nobody knows for sure what would return Google to its prior glory. But, as Levels puts it, getting lawyers off the back of talented employees like Kilpatrick definitely wouldn’t hurt. 

Photo of Stephen Flanders Stephen Flanders

Stephen Flanders is an Indie Hackers journalist and a professional writer who covers all things tech and startups. His work is read by millions of readers daily and covers industries from crypto and AI to startups and entrepreneurship. In his free time, he is building his own WordPress plugin, Raffle Leader.

  1. 4

    Alternative title option: "Google Employee Regrets Picking Fight with Famous Indie Hacker".

    1. 1

      Lmao yes that would also work

  2. 4

    I'm with Levels on this one. After 20 years in the game, Google have consistently been difficult to work with. Their APIs aren't intuitive, their automated support is horrendous, and their sales team have insufficient technical skills to navigate a conversation (they try to palm you off to a "partner" consultant constantly to "help you build it") rather than help you resolve.

    I abanonded Vertex because their default API limit for Gemini was 1 per minute. I've been reluctant to work with them since and send most my clients to AWS or Azure.

    1. 1

      Same here! Vertex caps your requests and then you need to ask for permissions.

      So frustrating to build something using their models in GCP.

      1. 1

        Yes, and when I spoke with one of their "consultants" they didn't understand why I wanted more than 1 request a minute... OpenAI allow thousands!

  3. 1

    The reply from Zachary Nado says a lot.

    It screams to me that Zachary thinks there's no problem with the current UX and if that is the case then there is certainly a skill issue albeit it's a skill issue with the people working at multiple levels at Google.

    At the very least there must have been at least 5 people involved

    1. Someone has to have came up with the design

    2. Someone approved the design

    3. Someone implemented the design

    4. Someone tested the design

    5. Someone reviewed the entire flow and thought "Looks good to me" and shipped it

    How can Google let poor and confusing designs go through so many levels without anyone standing up and saying "Perhaps we should do some user testing to identify how long it takes someone to understand how to use this?".

    If they did do user testing and continued to ship it regardless then it sounds like the user testing needs rethinking.

  4. 1

    Your writing is always engaging! I appreciate how you emphasize the significance of clear documentation in API design. I’ve integrated EchoAPI into my process, and it has made documentation management so much easier.

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