This article makes a good point to the cost curve of competing, and also demonstrates why monopolies are bad as they build barriers to entry into the market to

This article makes a good point to the cost curve of competing, and also demonstrates why monopolies are bad as they build barriers to entry into the market to reduce competition. The only way to defeat something that has cornered a market is to change the landscape of the industry. "Search" isn't really search, it's knowledge fulfillment. We don't need to crawl webpages to find information if the paradigm changed to where websites submitted their sitemap to an aggregator with periodic updates. Then it becomes a knowledge network and search becomes "Lookup" instead. I still believe RSS can take out Search; as long as it is expanded to include consumer products, maps, and the like.