Search engines have become a utility like oxygen, electricity, and other essential services. They are perceived differently by users, advertisers, and the engines themselves. For users, search provides livelihood, passion, and answers to questions. While search will always be needed as people constantly seek new information, the methods of finding answers will continue to evolve, such as through mobile search, apps, and social media. This could fragment the pool of search providers to a point where current major engines like Google may no longer play a central role.