It's plain old stupidity.

And that's straight from the mouth of CEO Eric Schmidt, who sat down last Friday with a group of reporters for an informal Q&A session during the Herb Allen Conference in Sun Valley, Idaho. One of the reporters was Reuters reporter Kenneth Li, who transcribed choice excerpts and provided an audio file of the 39-minute chat.

Asked about the bad press Google has attracted, here's what Schmidt said:

"Between the time we filed to go public and the time we went public, the press was among the most unpleasant I have ever experienced. We were 'idiots,' we were 'useless.' We probably were idiots, I'm not criticizing the press. ... So, we looked at traffic and revenue and they were exploding. We had a very, very strong quarter right after the worst possible press about 'the idiots running the company.' "

After a pause, Schmidt said: "So, yes we are idiots -- and please write that down."

Schmidt got his wish, of course, as his quotes spread through the blogosphere. Searchblog was among the first, running it under a post titled, "Admitting Mistakes, Schmidt." Search Engine Watch ate it up, saying, "Some people may be a little disturbed by this unusual happenstance, but I think overall, it brings Google back to being human."

I agree. Schmidt's comment is human in the way that humans can be slippery and manipulative. Go back and listen to the audio of the interview (it starts at about the 26:14 point) and see for yourself whether this little speech sounds, as it did to me, very much rehearsed.

Schmidt's little speech came in response to a question about the negative press surrounding a used Boeing 767 jet bought by Google co-founders Larry Page and Sergey Brin. Rather than addressing the question directly, Schmidt pulls a classic bit of PR spin: evading the question with what appears to be an enticing quote that actually serves your agenda.

In contrast to the subdued tone of most of his responses, Schmidt's idiot speech takes on a tone of overearnestness. I find it hard to listen to it without imagining Schmidt practicing it in front of his mirror. (Not to mention those infamous clips of Schmidt in a public speaking class from the 1980s.)

Nor is it terribly risky for Schmidt to say this. No one can argue with any credibility that Google, with the best search engine out there and growth rates that most companies can only dream about, is run by idiots. But the quote is too tantalizing for journalists and bloggers to not bite at. And you see how we have.

What bugs me, though, is that it's not even original. Ever since the 2004 Red Sox, calling yourself an idiot has become such a common back-handed compliment that it's almost a cliché. Let's just hope Google's new tactic of mock humility doesn't lead Schmidt, Brin and Page to start sporting dreadlocks, corn rows and massive facial hair.

Mr. Schmidt, I have followed the Boston Red Sox. I know the Boston Red Sox. The Boston Red Sox have broken my heart and mended it whole again. Mr. Schmidt, you Googlers are no idiots.

Since Elliot Schrage took control of Google's public relations last fall, the company has gravitated away from arrogant aloofness toward arrogant accessibility. Listen in the interview how Schmidt insists, somewhat unctuously, how the reporters at hand are "smart guys," and his repeated insistence that he's not criticizing the press, right after he complains how the press invents stories or takes things out of context.

There is some truth to Schmidt's comments, however. Revenue did blossom after the Google backlash began in 2004, and its stock price soared. But since Google unveiled its kindler, gentler image at the press day on May 10, the stock has basically flat-lined. Google's stock closed at $402.98 on May 10. On Monday, it closed at $403.05.

I've never owned Google stock, but I'm happy to help out Mr. Schmidt and his stagnant stock price. Google's attempt to spin a press it clearly looks down upon is disingenuous and pathetic. And -- oh, what the heck -- idiotic.

There, I wrote it down for you. You can thank me later.