can small incumbents fragment the search market space ?? Thus bleeding google from the ad sense /sponsered ad market space ??

I am also seeing more organic hits coming from small startups like guruji . is this a start to a trend that will cut into google ??

http://radar.oreilly.com/archives/2007/04/why_im_so_excit.html

Possibly a threat but when Google Aquire Microsoft and reroute Yahoo traffic they will have enough