Google is not just a search engine; it is a verb according to Miriam Webster. This little fact is a problem for Microsoft who is trying very hard to get its search engine...sorry decision engine Bing off the ground.
After all Google is a habit for many. It is the default search engine in FireFox, Safari and a host of other independent browsers. When you go to search for something you will often type Google simply by habit. I do not know how many times I have heard someone say "I Googled it".
But on the other side the sponsored ads, keyword insertion and other issues with the way Google offers its results have gotten many people looking for other options. It could be that one day people will be "Googling" on Bing.
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