[Tyrannosaurs]

Switching costs are low but the barriers to entry into the market are massive - Larry and Sergi starting out today wouldn't be able to build a competitive search engine.

The more interesting question (to me at least) is whether search will be as important going forward as it has been for the past 20 years. As more data and activity moves into apps, more stuff is being silo-ed off from Google. Sure apps might be a blip before stuff moves back to the web but if they're not then Google may remain dominant in search but search itself may become a smaller part of the whole.