Niall Kennedy argues that ‘search is not a zero switch cost’. Even if a strong competitor emerges for Google they will have to do quite a bit of work given the steps Google has taken to embed itself in various user flows:
I think that this is an interesting observation in itself. It also makes me think about service categories. I have been writing about ‘getting into the flow’ and ‘disclosure’ from a library point of view for a while. Increasingly, I think that libraries will recognize that this is a category of service which needs to be resourced, in staff, systems and other ways.