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When people talk about rumors of a future Microsoft search engine, often times it crops up discussion about how if such a search engine was integrated within the operating system, end users would take that convenience over relevancy (Google).
Anyway, I ran across a thread on a non-search engine related forum about rumors of Apple replacing the Google search box in their Safari browser with a Yahoo search box.
And after skimming the thread, it makes me think that end users actually do care about "taking away their Google".
