Inflection points are when giants get mauled. New houses with new windows get built, old windows don't get re-opened.
Amazon's echo and or whatever is coming next in AI is the biggest threat Google has ever faced. They've moved past the stage of being nimble, it'll take everything they've got to not get buried (at worst) or stagnated (most likely) in the shift. AI will fracture (is fracturing) and distribute search as a concept all over the place, constantly stealing microshare from the traditional search bar / page with every thing that has AI in it that people interact with. Google knows this, it makes them very desperate, they're still young enough to be very paranoid (the same reason they knew to go get Android, the iPhone caused a new inflection).
But Google works very well. Competitors like Bing, Duckduckgo, Qwant, etc. are really bad by comparison -- and I don't know what I would do better even if I had infinite ressources.
Search on a specific site is likewise much better on Google than on said site; if you want to find a family of products on Amazon it's much more efficient to search for it via Google images with site:amazon.com; same for Alibaba, etc. And those are companies that one imagines has the ressources to build good in-house search. Yet they don't, or can't.
Or put another way: http://lmgtfy.com/?q=google+ad+revenue
[1]: https://www.statista.com/statistics/266249/advertising-reven...
(Brought to you by Google Search: so ubiquitous it has become it's own meme.)
IBM survived two world wars.
Products come and go, and no single company will own all profit streams.
No.
Websearch has passed over the great divide and is now a utility. "Beating" Google in search is only half of it...without the advertising business, you can't survive long enough to show off your tech. Without the 80% mobile platform, you don't have a way of putting it in front of people when they need answers right away.
Of course this all assumes you can ACTUALLY build a better search...doubtful, Google may be evil but the search is still giving people what they want
Accept that 1998 is gone and that window has closed