This is exactly what Microsoft is doing. Microsoft is trying to tackle search in different verticals: healthvault for health, Farecast (acquired) for travel,

This is exactly what Microsoft is doing. Microsoft is trying to tackle search in different verticals: healthvault for health, Farecast (acquired) for travel, Cashback for commerce, etc. The challenge is that users don't always think "hmm, I'm doing a movie query, let me go to imdb". They go to Google and type everything into one box, and expect to get a link to imdb or wherever.