The way to make a dent in search is not to do what Google does better, but to do the thing Google does not want to do.

We would rather take a more dramatic position, that the best way to actually make a dent in the search space is to not try to do what Google does, but try to do something they don’t want to do. For them to do this for every single query is a lot of money to be spent, because their search volume is so much higher.