So who do they have to kill/outrun/whatever? I'm not sure I understand your analogy.
Re:There’s No Such Thing As A Google Killer
by kingsley_20 on Tuesday July 28, 2009 @08:49PM
(#729211)
#2: y! & bing
Yahoo and Bing are full service search engines. If they execute well, they could eventually become "Google killers".
I think the premise of this article was that just because Blekko is in the search space, doesn't mean it's trying to replace Google (or Yahoo or Bing). They think they can succeed by being Mt. Dew rather than Pepsi.
They don't have to kill _Google_. Outsurviving Y! Or Bing will do handsomely.
PS: that said, comparing google to coke is an analogy without legs.
Edit: clarified based on reply.