When I read today that Jimmy Wales was shutting down Wikia Search, my mind immediately recalled the Fast Company article in their December 2007 issue. He was on the cover, and the tone was very cocky and arrogant: "Google's worst nightmare". I'm not sure they'd even launched yet!
I don't care who you are, or maybe it's merely "not my style". I just don't think it's wise to make such a big splash PR-wise in a market that is clearly dominated by one player. Growing a start-up and being an entrepreneur is so much about the art of the pivot -- maneuvering around myriad market factors. In my opinion, it's so much more important to immerse yourself in the market and quietly make a difference *before* you make loud claims.