1) Trying to solve any hard problem bears the risk of failure. But as you already mentioned, if you succeed, you might have a competitive advantage, because it

1) Trying to solve any hard problem bears the risk of failure. But as you already mentioned, if you succeed, you might have a competitive advantage, because it can't be easily duplicated. I think the risk of Google entering your market affects every internet-related venture. But at the same time, the fear is often unjustified. How often has that happened? Orkut did not kill Facebook, Buzz did not kill Twitter, etc. 2) I would build the technology and a cool showcase, but I would not directly target the consumer, but rather someone who can use your technology to make money. Your technology might be interesting for advertisers to ensure that ads are only displayed next to articles with a positive sentiment towards to product. E.g. to avoid Toyota ad next to the latest news on stuck gas pedals. Maybe show a Volvo ad instead. I don't know if something like this is done at present.