Smaller competitors can't eat their lunch in web search, because all the content that was on the web is now on Wikipedia, YouTube, or Google Maps. Personally, I search these directly from the address bar. For the past four years I've only had two use cases for web search: 1. as a spell checker for proper nouns (and before Alpha, as a calculator) 2. to circumvent paywalls on scholarly papers by doing filetype:pdf on the title (works better than Scholar most of the time).