Is Search Estate poised to become the next google

Just over a month ago a colleague of mine sent me a link in a email with the instructions have a look at this but if you decide to join take the free option. My first response was to think I can't believe this chap is trying reverse psychology on me. However my curiosity eventually got the better of me and I so ventured over to the site and watched a video.
My first impressions were to think clever advertising that played on a number of emotions greed, sloth, envy, fear , but I did think it was worth further investigation so I joined using the free option and loaded up the search portal they supplied. I then checked the rankings on Alexa and was quite surprised at how good they were for a company still in the beta stage of development.
This company had the opposite approach to all of the major engines they gave advertising away to their members to sell rather than charging for click thru's etc. Or earning cpm etc as in adsense, adsearch. To me this didn't make sense at first until I started to examine their angle and motivation for giving away free advertising . Everyone that took advantage of the free advertising used them as their search engine and in selling or giving away the advertising they received they then added more members to Search Estates ranks.
I've seen just about every like to call them selves guru's write a ebook on google or rebrand someone else's to cash in on the google wave, but realistically how long will this last . When ever Tom , Dick and Harry has the same adds as everyone else in their Country and category who's going to be left to see them. I have google ads on one of my sites, I don't click other peoples ads as usually I'm not interested in what they are marketing. I also think its another couple of cents out of the poor site owners pocket if I do. So this brings me to an important fact imagine if you got two adds permanently that showed in a search engines results no matter what category they searched under and it cost you nothing. If you join under the pro option then you get twenty adds . Now another twist for this is you also get two ads shown on everyone that joins up under you on their portal search results regardless of categories. Now this goes on and on everyone that joins either free or as a paid member you get ads in their search results at no charge .
Hopefully now you'll see the reasoning behind the title is Search Estate poised to be the next google.
If you like to see what these portals look like then feel free to visit mine , get your own one while you are there and don't watch the video I want you to take the free option too. To see the best advertising option on any free search engine visit my portal