If my experience being part of the Amazon Echo team has taught me anything, it's that the most simple looking things (like Search, or Voice UI) require the most complex skill set.
Even if Google got just one thing right in your eyes (aka Search/AdWords), rest assured, underneath they employed a considerable number of disparate 'tricks' to get that right-- you just chose to umbrella dismiss those many tricks as 'One Trick' (TM).