What if - there were no Google?

Imagine if you can a world without Google. Well, this blog would not exist, but what would it be like. My guess is that it would be a war between microsoft and yahoo. Perhaps a big player like amazon would jump in, or even an ebay, or IBM would create a search. Hard to tell, but another possibility would be a spammy Altavista clone with millions of trashy splashy pages of junk.