Google grew into a huge company by capitalizing on melding search with context-specific advertising. The next generation of search will take the contextual idea about 10 steps forward. By combining search, social networking and location awareness, users will be able to add emotional context to search, and advertisers will be able to derive revenues from customer presence rather than customer awareness. The next generation of search is a huge opportunity in which neither Google nor Microsoft nor Yahoo is now in a position of dominance.