If a search competitor comes about and gives better results, won't it lose market share? I think a lot of people realize google search results aren't great any

If a search competitor comes about and gives better results, won't it lose market share? I think a lot of people realize google search results aren't great anymore. There's pages of dumb things at the top because the system is optimized for profit. Hence, almost anyone on HN adding "reddit" as a keyword to search results. Or news editorials explaining why searching for a recipe for eggplant parm will have an enormous website with a story about grandma and food photography shots before the 5 step recipe at the very very bottom. And maybe there's some wishful thinking too.