Life is not easy for search engine startups. FIrst, it’s hard to create something that doesn’t fall flat against Google. Too much hype (Google Killer!), whether the company drives it or not, inevitably leads to disappointment. Cuil is walking dead, for example, and Wikia Search is just dead. Other ambitious projects like SearchMe are dealing with tepid user enthusiasm, and Wolfram Alpha’s over-hype has cost it credibility. Any search engine startup with a shred of common sense wouldn’t want to create a lot of hype about itself before launching. There are too many dead bodies lying around to prove how badly that strategy works

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