Because imo it would require being more than just a search engine. Google has Chrome, Gmail, YouTube and Search. People like having a lot of their services cons

Because imo it would require being more than just a search engine. Google has Chrome, Gmail, YouTube and Search. People like having a lot of their services consolidated, just look at the Apple folks. Also while the quality of search has declined it is nowhere near the point where casual users would be bothered enough to switch