Yeah, speaking as someone who was around for AltaVista, the idea that Google was addressing a toy market doesn't ring right. CMGI paid Compaq 2.3 billion dollars for 83% of AltaVista in June, 1999. That's unicorn valuation. Lycos IPO'd at $300 million the first day, back in 1996. Intuit dropped $40 million for 20% of Excite in June, 1997. And by 1999, Lycos was aiming at a $17 billion merger.
This wasn't a toy market.