I am seeing this recommendation across the board and I think people are ubserestinating what it takes to just build a search engine. Think of maps as a a search engine for just maps. Apple didn't even get that right. The problem with competing with an already mature search engine is, well, it's already mature. And people are used to it. One does not simply make a search engine and receive worldwide acceptance. Microsoft is learning this currently.
I realise that, which is why I called it unlikely. Google's search engine is huge and it's so well known all over the world, it would take a very long to catch up.