I don't think Google is really competing with them, Google wins because they make TONS of money on ads when people are clearly actively trying to buy something.

I don't think Google is really competing with them, Google wins because they make TONS of money on ads when people are clearly actively trying to buy something. Those ads cost tons of money if you ever run such a campaign you'll see it. OK, but even if FB takes 10% from Google it's enough to rain on their parade. I can see FB do a decent SE with Bing as backfill for what it cannot provide. If the search engine is decent (bing is OK for most people) and they emphasize the "Search" button, I can see a % of people not going to another site to search. P.S. Most of the money Google makes is probably by making ads similar to content, hoping enough users can't tell. But we have no consumer protection in USA.