Pretty accurate observation, in my view: it is well worth tracking the way 'brand' has taken over search results. And I think networks are the best (and only) route to this: "So the next Google. Not only will it be better at searching - we're only impressed by the current Google because the competition is so absolutely dismal. It will also be about expressing diversity rather than hierarchy. About delivering the truth in all its facets rather than the definitive answer. It won't produce a list; it will produce a crystal."