> Meanwhile, if someone builds a better search engine, all of Google's customers could switch to it in ten seconds and never look back. Google's customers are

> Meanwhile, if someone builds a better search engine, all of Google's customers could switch to it in ten seconds and never look back. Google's customers are advertisers. Someone would have to build a more effective advertising platform to get Google's customers to switch. And that new platform would have to collect and analyze even more product (a.k.a. users) data, which would likely be an even greater perceived invasion of privacy.