I feel like the quality of deep search is diminishing; either there is less free content on the web, or search has been optimized for something else; I just get the same results over and over, not matter what combination of search terms I used on a topic.
Dollars put into the branding of being the best search aimed at the current userbase are been more effective than actually innovating on search anyway. People don't objectively rank search results between engines. They do defend their current habits, though, and solid branding material gives them something to tell themselves to counteract any (rare) arguments to switch.