It's the Circle of Tech. Earlier search engines such as AltaVista and Excite began to return what they thought you were searching for rather than what you were

It's the Circle of Tech. Earlier search engines such as AltaVista and Excite began to return what they thought you were searching for rather than what you were searching for, and Google was the fast, uncluttered alternative. Now the circle has turned, and today's Google looks an awful lot like yesterday's AltaVista.