… sure, but until someone creates a competitor that is good enough to overcome the switching costs, people are going to stay with Google. Most of Google's then-competitors in the categories listed are not just inferior products, they're dead. ISPs no longer do email, Alta Vista & Ask Jeeves are gone, MapQuest is a thing that makes us that used it sound old.

Not only does an upstart have to overcome the switching costs, they have to actually survive, and not just get hoovered up by acquisition and then Our-Incredible-Journeyed.