That's the question that popped into my head when I read about 24/7 Real Media's scare tactics trying to woo publishers away from DoubeClick and all the articles in the trades speculating about the various ways GoogleClick could (ab)use its elevated position of power in the industry.

If some visions for the future of search are realized, then we'll be surfing a Web where search doesn't matter. The emphasis will instead shift to discovery.