The way to dethrone Google isn't to steal their traffic. It's to dampen their ads. You don't win with a frontal attack. It's a better strategy to come in from

The way to dethrone Google isn't to steal their traffic. It's to dampen their ads. You don't win with a frontal attack. It's a better strategy to come in from the side, or even do the opposite of Google. Make browsers hide Google's ads, or show yours instead, and you control advertising. You can make a browser plugin that shows ads only based on user preferences. For example something like AdBlock, but putting advertising money to users' pockets rather than Google's.