> Therefore a competing product doesn't need to be as good as current Google, only as good as it used to be. While there seems no barrier to entry, just consum

> Therefore a competing product doesn't need to be as good as current Google, only as good as it used to be. While there seems no barrier to entry, just consumer habit, google is faster than it used to be, despite a larger web and more users. Speed of search results has been shown to be extremely important to users. Google's many large server farms, close to users, is a huge capital investment. Google has doubled down on this advantage, with google suggest, which requires even more power. For example, google has much lower latency than DDG. Replicating those server farms would be expensive; I'm not sure than even all of AWS could do it.