I think they will over streach themselves eventually, this will leave the room for a company with search in mind to take their crown (which will not be a bad thing)
I think its more important the brand here. Google is known as the best search engine, everybody learns to search by using Google. Its the first thing a new internet user acces. If you want to test that get a person who really does not much about internet and ask to search something.
It is very automatic to say I'll Google it - but while the phrase may continue to be used, the association may change. People still use hoovering for vacuuming even if they use a vacuum cleaner that isn't a Hoover.
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