Search by itself doesn't have a lot of staying power. Google can be relatively easily replaced by Microsoft or Yahoo. On the other hand, personal or corporate content in the cloud can be hardly moved from one provider to another. Maybe in the future it will be possible, e.g. by having a virtual rather than real data center to host all the data and applications (a la Google Docs).
In the meantime, this quote below is an indicator that content providers are looking for new revenue streams.

Reports have surfaced over the last several months, most recently in the Financial Times, that News Corp. is in talks with Microsoft to enact a plan that would see News Corp. properties hiding their content from Google's search engine in return for exclusive listing with Bing.

tags: cloud, tool, transition, computers, content, evolution, value, google, microsoft, network