[Archelaos]

Some observations:

Most of the "brands" in the top 100, especially at the beginning, are rather Internet services. These search terms seem to have been entered not with the intention to "search" in the sense to find some new information, but as a substitute for a bookmark to the respectice service. Who searches for #1 "youtube" does not want information about youtube, but wants to use the youtube Web-site as a portal to find videos there.

I would also guess that most of these searches haven't been initiated through the Google Web-site, but directly from the browser's adress/search bar or a smartphone app. They exhibit a specific usage pattern, but do not show what the people, that entered them, were really searching for, if they were searching at all. What are those people who search for "youtube" doing next: either search again on youtube or log into their youtube account and browse their youtube bookmarks.

The early Internet did not have so many different service people used at a daily basis, and those that existed were more diverse (think of the many differen online email providers in those days) so that the search terms spread out more. Also browsers had no direct integration with a search engine. The incentive was higher to use bookmarks for your favourite service, since otherwise you had to use a boomark to a search engine anyway.

Perhaps it would be more approbriate to compare the use of the early Google not with the current Google, but the current Google Scholar?