So what does this mean for search engine competition and Google? Well, I think increasing a search engine's relevance to become competitive with Google's is a good goal but it is a route that seems guaranteed to make you the Pepsi to their Coke or the Burger King to their McDonalds. What you really need is to change the rules of the game, the way the Apple iPod did.
Dare Obasanjo aka Carnage4Life - Brand X vs. Brand Y: Social Effects and Competition in the Software Indistry