> If your startup is involved with search aimed at the consumer market, watch out...Google is coming.

Possibly... However sites like hipmunk will be used as a comparison in so many press articles and blog posts when google starts pushing this.

Many start ups have won against google. Google Notepad & Evernote, Google Wave & Twitter, Google Ride Finder & Uber etc...

.. but I still wouldn't want to be in this space right now.