Websearch has passed over the great divide and is now a utility. "Beating" Google in search is only half of it...without the advertising business, you can't survive long enough to show off your tech. Without the 80% mobile platform, you don't have a way of putting it in front of people when they need answers right away.
Of course this all assumes you can ACTUALLY build a better search...doubtful, Google may be evil but the search is still giving people what they want
Accept that 1998 is gone and that window has closed