Alexa - Rocky I or Rocky VI?
The possibilities here are endless. One of the largest barrier to building competitors in search had been the data costs in spidering and caching the billions of pages needed to drive a useful search engine. Now that cost is essentially immaterial. Amazon's version of Web 2.0 (search as web service) could be game changing... We should start seeing a whole lot of competitors in this space as a result, helping drive the commoditization of search, ultimately reducing advertising margins. Imagine if Alexa (or one of the developers building off their platform) offered an Adsense program where it only took 1-5% of the search proceeds and gave publishers 95-99% of the revenue. :) You get the drift.
So here's hoping Alexa is more Rocky I (makes a great comeback) than Rocky VI (should be retired indefinitely). Regardless, kudos to team Amazon for taking that risk.