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Why is there no search engine wars?

So we all know google dominates the search engine market and they are making billions from it.But why isn't the search engine market more competitive.I don't know how much it would cost to set up a good search engine maybe a few million or so but the rewards could be massive.You really would think some super rich billionaire Arabs and companies would be looking into developing search engines.

Public Comments

For the same reason no one is trying to reinvent the Wheel... it's done. Google has currently the best search engine algorithm. Unless someone can find a better algorithm, any other search engine will be inferior to Google. It's worth noting that finding a better algorithm is about as difficult as trying to make a better wheel... how can you improve on a perfect circle?
Search engines are fairly easy to make and can be really cheap. What would make a lot of money would be new ideas for search engines or things nether of the other search engines had.
I dont think war is the best word to use but there is competition going on. Such as with other search engines like Yahoo and AskJeeves. Google is dominating and i personaly use, but that doesnt mean there isn't competition. Im pretty sure Yahoo is the second best search engine out there.
The biggest reason Google is so popular is that its search results are the most accurate. You can attribute this to the algorithm they have. Unless another provider gets a better algorithm, or offers something really innovative, it's gonna stay at the top for a while yet. And innovation will be hard now that Google has its own set of mobile, computer and web based apps which integrate well with things like blogs. And it's just so simple to use. I guess it is also something to do with the name "Google" now being used as a noun for searching for something on the internet. That's what I call brand awareness.