Commoditization of search: at some point people will stop caring whose servers stand behind that little search box in the top right corner and whoever controls

Commoditization of search: at some point people will stop caring whose servers stand behind that little search box in the top right corner and whoever controls user experience will just pick the best provider out of many, driving down search profit margins. This is why Google wants their own browser, this is why they want to control cell phones and other mobile devices.