The thing that replaces Google won't look like Google at first. This makes it hard to predict who will dethrone them. In the past we use to say how do you beat

The thing that replaces Google won't look like Google at first. This makes it hard to predict who will dethrone them. In the past we use to say how do you beat Microsoft? Or why isn't there a Microsoft competitor (besides Apple etc...). Now we have Google and chromebooks and android. That's a big step beyond a search engine and competitive w/ MSFT. Amazon basically owns cloud computing. Arguably there are competitors in different markets. These challenges to MSFT happened due to the massive force of the Internet which basically reduced consumer costs by transferring it to advertisers. If we are talking about search then it will likely be something AI based probably operating under a different model than Google search. AI is a huge force probably akin to the Internet.