Tara Calishain: on the futility of trying to "Out-Google Google"

Here's an article by Tara Calishain that I enjoyed, though I still like watching and trying out other search engines:

Why Try to Out-Google Google? by Tara Calishain -- If Google has been successful, Tara Calishain says, initially at least, it had nothing to do with actual technology. Tara, coauthor of the best-selling Google Hacks, looks at what has made Google a success, as well as ways Google could out-Google itself. If search engines took a close look at the cultural factors that led to some of Google's success, and then considered how they could leapfrog what Google's doing now, the competition to be your search engine of choice might really heat up.