Comment by jnnnthnn

I definitely think there are opportunities to provide more useful & personalized search than what Google offers for at least some queries.

Quality aside, I think the primary challenge is in figuring out the right UX for delivering that at scale. One of the really great advantages of Google is that it is right there in your URL bar, and that for many of the searches you might do, it works just fine. Figuring out when it doesn't and how to provide better result then seems like a big unsolved UX component of figuring out personalized search.