When I was writing in June about Marshall McLuhan and Google and why bigG will fail someday I recieved mostly negative feedback from people who said, that this will not happening, because there is no alternative or everything is fine etc. Now you sceptical folks ou there , look at this: True Knowledge released their beta of a search engine, that could be the first considered as acceptable for the age of web 2.0. Finally, it is always astonishing how Marshall McLuhans theories prove right after so many years - even in the prediction of something like Google has to fail!