It was described as a Google Killer by many of the media outlets that covered it. The problem with that description is that it doesn't attempt to do what Google does, so users going to the site hoping to do a search they'd typically send to Google quickly realized it's not for them. Rather than a fad, it will probably continue to be a decent engine that's very useful for a certain segment of users .... but not a viable general-purpose search engine for mainstream users.