I don't work on that stuff anymore, but it definitely challenged my problem solving abilities to:
A) Learn Erlang. B) Learn how to write solid distributed software in Erlang. C) Figure out how to work around Google's temp-banning policies using IP balancing, captcha solving to produce cookies to balance connections on, and also how to localize the searches for geographic accuracy.
I don't like working on projects that are actively pitting me against someone though, so I'm happy to not be working on that. I now write scalable software for my energy-focused startup, we receive energy data from homes in near-real time, which has its own challenges.