But isn't the experience pretty much the identical? Google, Bing and DDG look essentially the same; the two main differences are the colour of the lipstick, and the search index. The main experience - type in words, get suggestions while typing, confirm and have it show relevant webpages + various info/image/videoboxes - it's universal now.
Right but the visual experience isn't as much a differentiator as the "does this answer my question" experience, which relies on fairly sota methods in NLP, clustering, etc.