I don't think there is demand for another search engine that is 10% better than Google. Whatever comes along that can challenge Google, isn't going to be a "search engine" in a traditional sense of the word. Because Google mostly works and works pretty well. To displace Google from it's position in the search engine market, one needs to redefine the problem. Or be 10 times better than the leader.

I can think of many ways to make things 10% better, but that's just the next set of features these guys need to implement. I'm not convinced that is a business.

When Google started to work, it was definitely 10 times better than the competition, or had redefined it.