It's the first company to do something successfully that spawns the ingrained verb - arguably google were the first to do search really well and the competition couldn't compete. That's no longer true but "google" is now part of our language and therefore is very difficult to get people to look at alternatives (even if measurably better). This was also true of the hoover - but being a paid product people will consider cheaper alternatives or even something more expensive if it's a lot better (e.g. dyson) - but it's on cost where the analogy breaks because search engines are (to the end user anyway) basically free (arguements about advertising and privacy aside). If google is free and bing is free - why would people bother looking at bing if they're already "googling"?