Untapped potential. exactly. To me the biggest problem isn't the results (even the ads) it's the lack of innovation. The lack of making search an experience and something that generates a value I can store and share.

I've been looking at several of the options talked about here. My favorite so far is Neeva (https://neeva.com) due to their "spaces" concept and how it provides a simple building block I can explore to address many of the use cases I have for search.

Search needs innovation and people trying new things.