[aconsult1]

I doubt this very much myself too! I little wishful thinking to be honest.

However you're arguing as if new competitors had to monetize the same way Google does and that's not the only game available. Imagine a competitor that doesn't monetize clicks but works on donations (like wikipedia does). If results are higher quality than Google's the users will follow. Or maybe a search engine that promotes a particular product like a CRM tool for example.

Disruption typically doesn't come in obvious ways or else someone else would have done it (including Google and its gazillion dollars).