Google is a large, horizontal platform. My intuition is the next Google killers will be specific to verticals, health comes up on HN a lot. All that to say, if I were yep I would focus on search that avoids big, corporate, SEO stuff and connects users with thoughtful, small creators. I would not focus on commerce eg film, as it’s a crowded vertical full of Google, Shopify, Etsy, and other large e-commerce players.