Google has been "just another company" for a while now, but I disagree with "prone to be overtaken". Yes, Google Search is a dead product. The moneymakers aren't, though: AdSense keeps on trucking, fuelled by billions of annual YouTube watch-minutes piling on top of each other.

For a company to effectively displace Google, they need a lot of really well-made services priced more attractively than 'free*'.