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I think people are thinking too much about beating Google solely with technology, which users clearly don't give a crap about. The best play against Google lies in branding a search engine.

I'd love to see someone to pony up and purchase a first-generation search engine (ie: Altavista, Lycos, Hotbot) that still has some nostalgic branding left. AOL, Yahoo, MSN have all been around since that generation but they've all gone through failed re-branding issues in a struggle to keep up with Google.

Pair it with a solid technology backend (DuckDuckGo) and you might actually have a chance to pick up the biggest US internet user demographic (Gen-Y) that happened to grow up with those sites.

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