Alistair Croll for GigaOm:

Google and other Internet giants like Facebook have a big advantage. Future search will depend heavily on what the engine knows about you: Where you live, what your friends like, and what you’ve found useful in the past. It’s unlikely that the average consumer will invest time and effort in building redundant online personas across several search engines in order to improve results.

Yes, very unlikely. It’s hard enough building your entire network in one place, forget having one in multiple places. And these companies will not let go of their hard earned data so easily (despite joining data portability work-groups). It’s safe to assume the change will come from established players, not a brand new startup out of nowhere!