Schwartz throws out just a few names of engines that deliver fewer and more relevant results: ZoomInfo, WebMD,
Travelocity, Orbitz, Petfinder, Kayak, Monster, and CareerBuilder. You get the picture. Schwartz compares the idea of Google becoming irrelevant to the magazine publishing industry, where general
interest magazines such as "Life" and "Look" gave way to the niche.
He asks: Will Google have to trim back its search capabilities as it scales out and the company's rising infrastructure costs start to compete with what it can reasonably charge for a keyword?