What would a competitor need to defy Google? – A billion users who have not already chosen a search engine. I slightly better experience should get a larger po

What would a competitor need to defy Google? – A billion users who have not already chosen a search engine. I slightly better experience should get a larger portion of new users, but existing users do not say "Today I will develop a methodology to conduct a survey of internet search engines and select the best one for me." At this point everyone has either chosen a search engine or had one chosen for them.