Google is on track, albeit slowly, to the AltaVista destination.

When in 1999, before the first collapse, the competitors to Google were inundating users with in-result ads, crazy load times and odd results. This was pushed by the stock's need to show constant revenue growth.

Google now is adding more ads, configuring the ads in-line to increase clicks (yes, they are 65% relevant), integrating an obtuse implementation within Maps, and so forth.

DuckDuckGo becomes more viable each day as an alternative.