[researchers]

> Real improved search efforts need to somehow change the content that's out there at the same time as they improve they experience

Yes, this is our key takeaway too. However, that doesn't translate to "google has a much deeper moat than most people realize". The current state of search doesn't engender much loyalty. While it would take a lot to ditch Google entirely, it wouldn't take much to start eating away at some small class of queries.