It's a little early if you ask me, IMO you win once you make the first killer product that changes the market Eg: search, iPhone, self-driving cars etc
I had the same thought too. If memory serves me right google was not magnitudes of scale better than other engines just better marketed, more accessible, and easier to use(interface).
Even now, despite Googles distinct capabilities, I almost exclusively use DuckDuckGo as I find that it is good enough for me, and doesn't leave me spooked after a search with its insidious snooping. So much for 'Don't be Evil'