The cost is the feeling you get when you bring up a Bing search that doesn't have what you're looking for and thinking that Google probably had exactly what you

The cost is the feeling you get when you bring up a Bing search that doesn't have what you're looking for and thinking that Google probably had exactly what you wanted. It's the unknown factor: what am I missing by not using Google? To overcome this psychological disadvantage a search engine has to do a significantly better job. Here's how they could succeed: if you search for "Italian restaurant" and the first result becomes your favorite restaurant. Then your search for "indie music" introduces you to a new site that you visit daily. If you can provide the user with 3 or 4 of those types of wow experiences it can have the effect of changing the psychology of "yeah, but what does Google return?". Here's the wrong approach: Blekko. Blekko's basically saying "we give up, we can't interpret your query so we're going to ask you to do the heavy lifting for us. We'll index and rank your opinions". You're not going to convert people by making it harder to do searches.