Google doesn't really have competitors in search, they just don't. I mean look at how we even define 'searching the internet' in our spoken language: 'google it'. Google has become the identity of search on the web in most people's minds. And to top it off, they are really, really good at it. Google getting better is going to widen the gap between them and everyone else, but the gap is already pretty damn wide. Was there really any chance of someone catching them in any foreseeable future?

But, the wider that gap gets the more motivation there becomes to not attack the gap, but to go in a different direction altogether. Nobody talks about duckduckgo because they're search results are better than google's, they talk about them because duckduckgo is all about your privacy. They found a different way to make a search that people want to use. The wider that gap gets the more motivated some will be to try something truly novel to compete with google.