Some pundits are probably asking "why bother?" such is the strength of the Google brand. With between 70-90 percent of the marketshare in most western countries, to try and knock it off its perch seems almost impossible, and would be a very expensive exercise. It's current rival, Yahoo, only has about 15-20 percent share depending on the country, and that hasn't varied for a long time, and doesn't look like changing soon.

Sure, others have tried to take a chunk off Google, but have failed. Wolfram is the most recent example of a search engine device, is too narrowly focussed in its objectives to have any impact on Google.

So is it a fait acompli? Is there no hope for any fledgling entrepreneur – or current player for that matter – to take on Google's seeming monopoly and win? Absolutely! I am of the belief that it is only a matter of time before Google is taken down a peg or two. What needs to happen is for one of the other companies to give their tool something that blows the company away. Think about it. If I was to say to you, "hey try this search engine, it's better than Google because of X, Y, Z" and you tried it, and I was right, then like a virus the word would spread. That is all it will take.

I'm not saying Bing will do this, because I haven't had the chance to have a good play with it yet, but what I am saying is to all those cynics out there – it can be done. And I believe it will only be a matter of time before some starts eating into Google's marketshare.