A9 to officially launch and "compete with Google"?

Amazon's A9 will allow for better management of your search experience and results. Not necessarily a part of Amazon's core competence, but an interesting direction for search. However, Google and Microsoft are so well setup to tackle these types of problems, I don't really understand why Amazon wants to 'go there'?The New York Times > Technology > Amazon to Take Searches on Web to a New Depth