>> We've seen this work when people take on CraigsList and Ebay and other "unstoppable" tech companies. Don't attack head on. This is good. I used to work with

>> We've seen this work when people take on CraigsList and Ebay and other "unstoppable" tech companies. Don't attack head on. This is good. I used to work with an industry-specific portal that was perfected to work with said industry. Google would never be able to touch this space. Despite being a smallish industry, there was two large players and few smaller players. The innovation even in such a small space was quite astounding. There are definitely some areas that are too specific for Google to really work with. It is very good as a general search engine, but if your time is dependent on getting information fast in a specific industry, Google falls flat. The main issue with this strategy is that you only have a small subset of the population and you have to an expert in many domains to get it right. thus, you'll never be as large or profitable as Google. Of course, you better have people to talk to on the phone. That'll kill this engine before it gets off the ground. The only way I can think of toppling Google is if you created an engine that really focuses on productivity and gaining market share from the people who really need information and who are willing to pay for said information and offer them a free version that is better than their industry-specific tools, then after gaining penetration and toppling some of their industry players, branch into focusing on finding cute cat pictures and the like. There is more than one way to gain mind-share. Finding a better way to find links to movie reviews is definitely not it.