This is the power of branding. Even if Yahoo came out with better search technology than Google, it would be incredibly difficult to unseat it now - you would n

This is the power of branding. Even if Yahoo came out with better search technology than Google, it would be incredibly difficult to unseat it now - you would need to be at least one order of magnitude better, like Google was compared to Altavista when it stole its crown. And even in that case Yahoo would need to use a different brand anyway (like Microsoft is trying to do with Bing)