The major issue with the highly competitive search engine business is that its future may almost have nothing to do with increased accuracy of search results. Google's information is more than adequate for the majority of people who look to find information online.
Currently, search seems to be facing the same peculiar problem as the chip business. Intel and AMD make so powerful semiconductors that very few PC buyers can employ all of their available computational power. A lot of what these chips can actually do is wasted. And upgrading to a more power-packed processor does not really mean much to users who fail to grasp the difference.
Under the circumstances, building a new search engine is a risk since it's expensive to build and market one. It is not easy to make it stand and survive in the mass market. To make the proposition even tougher, not only do users prefer Google to other options, but also most of them are not able to tell whether a new search product is markedly better.
Aside from the top search engines that comprise Google, Yahoo! and Microsoft, there are several smaller companies jostling for users' attention. Microsoft claims that if its search engine fetches more relevant results than Yahoo! or Google, people will ultimately turn to the ‘best’ product. However, Google has become a habit for over two-thirds of the people who make use of search engines in the US. And breaking the Google hold is easier said than done!
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