That is good point. The original Google designs are public, those were papers that were published. Anybody could create a new 'google', its just about getting

That is good point. The original Google designs are public, those were papers that were published. Anybody could create a new 'google', its just about getting name recognition and users. Guess example is DuckDuckGo, or Bing, they throw money at advertising just to get users, but underlying search isn't the problem.