Step 2 is ripe for the right competitor. When Google entered the search engine market, it blew people away by providing incredibly relevant results, compared to

Step 2 is ripe for the right competitor. When Google entered the search engine market, it blew people away by providing incredibly relevant results, compared to the competition. You would be hard pressed to say the same today. However, the same quality of results can still be achieved, I am quite sure. It is "just" a matter of figuring out how, and executing on it. Given how Google found success, I think it is actually just a matter of time until a new challenger makes their entrance.