Right now, there is no need for an alternative search engine because Google fully satisfies that market (it is fast accurate and clean). However, once Google gets so comfortable in their position as AOL/Altavista/Myspace once did, and turns into a bloated adware machine, any alternative but functioning search engine will take over, even one that pales in comparison to what google can do today. Net neutrality is the Internet's "invisible hand" that can immediately slap google into shape if they start offering degrading product quality.