Sure, there's that, but Google really need competition for their own sake. The US would not have put a man on the moon if it wasn't for the Soviet Union trying

Sure, there's that, but Google really need competition for their own sake. The US would not have put a man on the moon if it wasn't for the Soviet Union trying to do the same. Not having credible competition is bad from a purely professional point of view because you need someone to spur you on. Since about 2003-2004 search has not really been a real competition in the west. Google has had an unhealthy dominance. I have worked for three search engine companies (Fast, Yahoo and Google) and I can remember how inspiring the early days were when there was half a dozen search engines to compete against. I particularly enjoyed trying to figure out how the competition did things. At the time you had narrow problems people worked on that perhaps only a dozen other people in the world cared deeply about. Published research hadn't always caught up with what was happening so you spent some amount of time trying to read between the lines and measure things to figure out what the competition was up to. One of my fondest memories is a lunch I had with Jeff Dean when I slid a napkin over the table with a graph on it. He took one look at it, smiled and said "did you figure it out?". I said "no, did you?". And he said "I have no idea". Today search just exists and I no longer give a shit about it. It doesn't strike me as fun anymore. Because there is no real competition. I'm pretty sure that at least the engineers at Google would soil themselves with joy if they got a real competitor.