At some point you also run up against the virus vs immune system endgame: it's evolutionarily inefficient to optimally outwit an adversarial system.
Usually there exists a local maximum where you obtain most of the value with less-than-full effort.
Sadly, the centralization of search directly cuts against that. I.e. outwitting Google search = $$$$ vs outwitting 1-or-4 equally-used search engines = $. :(
