I feel that the main difference now is because of the immense size of googles data from some 7-8 years ago when i first started uni. However to be able to structure the size of the data they have and still provide relevancy is still an awesome job i think.
I just wonder though, if duckduckgo ever did become a contender (from a data size perspective) and started to approach the size of googles dataset whether they would have the same kinds of problem.