Don't expect any kind of serious directory and security infrastructure to come from the search engine companies. It's not their business, despite the fact that many search vendors have been buying up directory companies. It would crash the whole industry's business model in a heartbeat. It's not coincidental that they're both ugly. Beauty isn't a value when the only purpose is to answer the simple demand for useful information.
TV advertising has negative demand.
It subtracts value. When that happens, and direct vendor- customer conversations start adding serious value for both parties, that new conversation will disintermediate most media. Companies will drop advertising like a bad packet. It's just a line item. Cash savings, right off the bottom line.