On Friday, web commic 'xkcd' makes this obscure joke about Higgs Excitation:
http://www.google.com/search?q=%22higgs+excitation%22&btnG=Search&hl=en&safe=active&client=opera&rls=en&hs=DMC&sa=2
By the following Monday, Teh Interwebz looks like this:
http://www.google.com/search?q=%22higgs+excitation%22&btnG=Search&hl=en&safe=active&client=opera&rls=en&hs=DMC&sa=2
Now, how many of those are actively-targeted phishing websites, you may well ask? I don't know, but there's some pretty dodgey looking domains in that list!
In order to get web search right, you don't need to rename your service every three months. you have to write an algorithm that can survive this kind of banal madness.