Search Engine Market

One of my friend was telling as to how there is lot of space in the search engine market and its up for grabs. Too much money in this domain that there has been mushrooming of companies around. Antya.com is one such engine which uses the human powered search. My friend was telling about the complexities in the current times where the web is growing like crazy and how relevancy will help taking the market share. My question to him was simple..what do u get from indexing and displaying results? i mean how does the revenue come in if its not for adsense type model. Lately there has been lot of talk about adsense losing its cutting edge with revenues taking a hit. My take on searches is this, do a category based search ...like say product search or people search etc. So its this is hard, i would propose this model where when users key in the search words, you prompt them to select the combo words along with the keywords like say ... if the user types in apple, you instantly recognize apple as apple+fruit, apple+juice, apple+company etc, so if the user says never mind and searches then show him all those results, if they want to narrow down the search then they better select these combo words which will make things easier and precise. Or it must be categorized as say who is searching for what. say a techie is looking for apple computers, he will obviously look for apple computers and not apple juice, if a health freak is searching for apple then its either the fruit or the juice. so it would be handy to know the person well before displaying results. Its a big pain to index million sites with spams and crap. Another model could be to do like a wikipedia where you stream all those data or links to a specific thing ...... like say apple will mean fruit and there is only one apple fruit, if its a company then there is only one apple company. so all those data on the web could be channelized to point to this thing. Unless someone does these, search engines wont be efficient and user friendly.