Does ebay run auctions the exact same way as they did 10 years ago? In some sense, auctions are the same as they were however many thousands of years ago when the idea was invented, today though ebay has branded it and built in some levels of assurance and trust, it's still an auction but they'll help you dispute and resolve issues.
I expect if there is a different way to slice search, google will explore it. Fundamentally, if you're going to beat them then you have to index more, better, faster, and somehow produce better results, then provide a better experience. I'm not saying people shouldn't challenge them but they're good and I think it's an insanely difficult challenge to beat them.
In 10 years, we'll still know of and probably use Google, I don't know if that's true for bing or ddg, or any of the others. Unless we stop searching.