It's a dangerous line of thought (there's a saying, "people who forget history are doomed to repeat it"): it is this awesomeness that allowed Google back in 2000 to overthrow the market incumbents at that time, Altavista, Hotbot and so on. Don't underestimate the power of "awesomeness", in search at least a significant number of users are ready to jump ship whenever something better and with less junk appears.