content: Perhaps. Google has quite a lot of code to maintain. The bigger you get, the harder it is to make large changes.  I'm looking forward to innovations in this field - Google search today is rather bad. For example, when I do a search for Voat, I get 313,000 results.  Existing ways to filter the search results could use improvement. Perhaps some sort of interactivity - "are you looking for an object, a person, a book, a movie, an article?" by making use of the semantic web and adapting search as we go along would be a better approach.