An alternative to Google search?
Google has long been the kingpin of search but every so often some start-up comes along thinking it can unseat the behemoth.
One very public contender was Cuil which was made up of former Google engineers.
Cuil's demise was also very public here in Silicon Valley and serves as a warning to another entrant, Blekko.
"We don't expect to put Google out of business and that is not our goal. That is not going to happen," Mike Markson, co-founder and vice president of marketing told the BBC.
Of Google and its closest rivals, he said: "They are here, they have 85% of the market but that doesn't mean to say there isn't room out there [for] someone who has a differentiated product and who approaches search in a novel way."
Blekko chief executive and co-founder Rich Skrenta added: "We are fans of both Google and [Microsoft search engine] Bing and the fact that Bing has actually made strides in growing its market share with their investment we find encouraging.
"This shows that people are willing to try another search engine and that it's not just all these inert people are going to stick with their Google habit."
Mr Markson chimed in: "Our goal is to get a good audience that likes what we are doing, likes our approach to search and we think our beta proves they will."
So what is this new approach and how does it differ from Google and its famous 10 blue links?
Type your query in the Blekko search box and three billion web pages, deemed worthwhile through a mix of algorithms and human input, will be scanned through. It then organises these lists around a "slashtag"; the company's tagline is "Slash the web".
The aim is to ensure relevant results and weed out spam results and content created by companies like Demand Media - this is where people are paid to write articles around popular topics so that they rise to the top of search results.
Blekko said that, for example, searching "cure for headaches" on its search engine will return results from the best quality sites in the health category, like the National Institute of Health - in contrast to the results on Google's first page which range from WikiHow to Yahoo Answers.
Blekko is starting small and, like Bing, offering deep dives in seven subject areas where it thinks it can do a better job than Google: health, recipes, autos, hotels, song lyrics, personal finance and colleges. Blekko's pitch is that there is a greater level of human involvement in its search process.
"An algorithm can't tell the difference between two articles, both of which are written by humans but one of which is on, say, MayoClinic.com and another written for 50 cents to have it put on eHow.com," said Mr Skrenta.
"They both look like medical information to an algorithm but one is just a cut-and-paste job and the other high-quality material. Looking at what the trend is, we see that this is accelerating to a point where we are going to [see] a web with a trillion URLs.
"Look at what happened to e-mail traffic where 95% is all spam. What happens when 95% of every URL on the web is spam? At that point an algorithm can't tell the difference between the good content and the bad content.
"The only way to fix this is to bring back large-scale human curation to search combined with strong algorithms. You have to put people into the mix," said Mr Skrenta.
Mr Skrenta said the initial goal is to identify the 50 best sites for the top 100,000 search categories. Its use of volunteers to identify those sites is modelled on Wikipedia.
"Crowdsourcing is the only way we will be able to allow search to scale to the ever-growing web," said Mr Skrenta.
Over the past few months, users in a private beta have created more than 3,000 collections of sites that users can search through by typing a "slashtag" and topic next to their search query.
As Blekko goes worldwide on Monday, Mr Skrenta has his eyes set on becoming the third search engine: "This is only the beginning for us. We are only getting started."
Blekko has raised $24m since its founding in 2007. Mr Skrenta has earned his stripes in organising content and information on the internet. In the 1990s, he co-founded NewHoo, a human-edited web directory that was later sold to Netscape and renamed the Open Directory Project.
The company's name comes from Mr Skrenta, who called his personal computer in college "Blekko".
So what does Google think? The company says: "Having great competitors is a huge benefit to us and everyone in the search space - it makes us all work harder, and at the end of the day everyone benefits from that."
PS: Mr Skrenta is a man with a very interesting background.
He was one of those young students who pushed the boundaries by messing about with code. This resulted in the creation of the Elk Cloner virus that infected Apple II machines. It is widely agreed to be the first large-scale self-spreading personal-computer virus.