Google has launched the Google Custom Search Engine. The new service that lets anyone build their own search engine using the websites they want. You can also configure the Google custom search engines so that other people can help submit websites to it. AdSense members can also include their AdSense code. The new tool is definitely new competition for Swicki and Rollyo. Search Engine Watch calls the new search tool custom search with a "social twist."
But what is perhaps most interesting about the new Custom Search is that publishers (large or small) can allow anyone or selected colleagues, friends or community members to contribute to that index. For example, if I own a site dedicated to stamp collecting and have a group of regular contributors or trusted readers I can allow those individuals to contribute their selections to this index. This gives the index the ability to evolve and grow over time -- and makes it "social."
Here are some search tests and comments about Google Custom Search from bloggers.