[marmot777]

There's the key question. What could you do differently than google for a niche or even mass?

I think privacy is massive but that leads to how will search engines that focus on privacy make enough money? Google offers a good search engine and a heck of lot of cool free software, all payed for by ads. Frankly, I don't mind targeted ads as they're far less annoying than random ads. I'm into the outdoors and tech and even went so far as to go into my Google settings and adjust it. No, I don't like Tango. What was that about in my settings?

So I'm not even 100% convinced that the trade offs in going to a completely private search experience are worth the costs. I don't know.

What are some other problems a search engine company could focus on? I'm not even sure what the top concerns are of users that would inspire them to migrate from something that is pretty damn good, frankly.