"What Dipsie is trying to do is develop search technology that does a better job of retrieving and presenting data. It aims to index many parts of the Web that Google or Inktomi don't. While Dipsie's technology is complex, in simple terms it will use semantic-based analysis to produce searches featuring content and context.
Jason Wiener, Dipsie's founder, is realistic that knocking off Google is a huge challenge. He realizes being a little bit better than Google will not be enough to make Dipsie a relevant rival. Dipsie needs to be several magnitudes better. "If we are 5% better, I should just work at Starbucks and make some lattes," he says."
Later in the article it states that they intend to create a buzz using 100,000 test searchers, and that they intend to hire the same PR firm that NutraSweet used.
The biggest advantage Dipsie has is that there are no expectations or people relying on it right now. They can make major changes and wait to put their index out when the algorithm is really good. In addition nobody is gaming their algorithm the way people are gaming Google.
Google has done some amazing things, and I don't look for them to stop anytime soon. The brand of Google will not be easy to knock off, but if you want to take a chance, Dipsie is hiring!
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