who is google's upcoming rival?

Who is the upcoming rival in search engine market against to google? Is it Yahoo Search or ASK.com or MSN Search? An Interesting Analysis Article from CNN Fortune, on CNN Money.com provides you the relavant answers. It selected ask.com as the upcoming rival to google search. The article shows an example why only ask.com, and even its true any other random query. As per their analysis, YSearch is some what closer to the Ask.com search technology, but the Yahho Search result page is not so attractive. I like the features of Narrow Your search, Expand Your Search options in the ASK.com and as well as Also Try option in Yahoo Search.

Jim Lanzone, Ask.com's hyper-enthusiastic CEO, has a simple explanation: "What really differentiates us is our focus on search. Other companies are partnering with content companies and launching wi-fi networks. But we're not building a rocket ship. We're building a better car. It's not what people will want in five years. It's what they want now."

Google's technology: page rank, link popularity, etc are definitely giving us more search results, but sometimes they are failing to provide us the relevant results. But with ASK.com and Yahoo Search, most of the times, the results are in the context of what a user is looking for.
The rest of the article follows the ask.com history story and its market analysis.