Search Market Pie Expanding

According to this article, the search market pie is expanding rapidly and Google seems to be at the forefront grabbing those eyeballs. For the month of October, Google had 2.5 Billion of the total of 5.1 Billion search queries performed with Yahoo, MSN, AOL and Ask Jeeves making up the majority of the rest.
Although there is a big grab for the eyeballs for search, where are people headed with this ? As the competition heats up, the cost of these eyeballs is going to increase and the revenue for ads per eyeball is also going to decrease. Search advertising based organizations such as Google, where 99% of their revenue comes from their advertising need to seriously be thinking about getting more diversified sources of revenues. Not for lack of trying, Google has not succeeded in bringing a single block buster revenue making product to the market past its AdSense and AdWords products. With MSN, Yahoo, AskJeeves and a host of other startups on their tail, they are going to need to run faster than ever before!