It might seem crazy, but as the writer points out, it isn’t impossible to beat Google, especially now. He lays out his case. Here are some salient points but it is really worth a read. The Achilles heel for me is this point he makes, “The search engine’s lack of rich customization best serves the paying customers (advertisers), rather than the end users.” The whole thread is educational, informative and smart. Worth a read, if you are interested in Google, the web and its future.