Google's results were dramatically better, but I'm not sure that was the biggest reason most people were switching. I remember it was also out-of-control blazing fast. No more waits at all. Performing a single query would change the expression on most people's faces.

The user experience changed from "tell us what you want, and we'll go out and see what we can find" to "we have everything right here, just let us know what you are looking for."