The biggest obstacle to Google's progress in search is Google. They make virtually all of their money from advertising, including the same spam that pollutes th

The biggest obstacle to Google's progress in search is Google. They make virtually all of their money from advertising, including the same spam that pollutes their search results. Targeted advertising can only help so much, because in the end, advertisers don't just want to reach people already interested in their product, they want to attract people who aren't. Google's dominant position in the online advertising market is an unreconcilable conflict of interest with their search users. They continue to dominate search not because they are technologically unbeatable, but because no one has figured out an alternative business model that makes search pay without corrupting it with advertising.