I think the way you'd compete is unbundling it. Building a general search engine better than Google is probably a non starter, but... Could you build a better

I think the way you'd compete is unbundling it. Building a general search engine better than Google is probably a non starter, but... Could you build a better image search for graphic designers? Could you build a better search for specific document types, such as academic papers or legal precedence? I think that's what we'll see - similar to how nothing replaced Craigslist, but a bunch of startups unbundled features in Craigslist and made companies around them.