I don't think it's possible to convince people that viable alternatives exist. I've been aware of them for years, and never considered using them once. They have the stigma of just being not as good. Having more search engines does nothing if nobody will use them-- Google's hegemony remains if there's n or 100n other search engines, if none of them can provide quality results reliably.
Did that stigma not exist for IBM? Microsoft? Oracle? If the crux of Google is an outdated reputation they'll have to invest more and more to maintain it until it consumes them and somebody else steps up.
