This guy talks about the search war between Google and Micro$oft and has an interesting way of determining who will win out in the end. He says that all the talk about the current war of search is all dribble because google has already won it. What will determine who wins in the future will be determined by who can personalize search better for users.
Personalizing search however, requires gathering of personal information, which internet users are very paranoid about. People just cringe at the thought that someone else might know what they’ve been doing on the internet. So this guy says that the winner of search eventually will be who you trust more to give your personal information to.
I trust Google.