I think it's completely unreasonable to assume that anyone would beat Google at the search game, by outgoogling them.

The reason, that Google is not like it was back in the day is that they are fighting a massive, antagonistic industry designed to game Google. The reason that chatGPT et al improves on search is that there's a effective but very expensive compute layer on top, not that they are better at the Google game. (This extra layer works out fine, because our time is more valuable and Google always came at an insane discount, also thanks to ads)