There were once a couple of guys (lawyers, I think) who had a clever idea on how to beat the big web near-monopoly: Offer prizes to site users. After all, if you’re going to search for something, you might as well use the site that effectively gives you a free lottery ticket. They took their clever idea to Viacom, and thus began a short-lived partnership.
The site was called iWon. It’s gone now. You might think that means the king of the web can’t be beat. But the king of the web at the time was Yahoo.com. Google was still just a clever search algorithm. Google is on top now, but that can change.
I use Microsoft’s Bing.com as my default search-engine. That doesn’t mean I won’t ever use Google, but I’ll always prefer an alternative.