Becomes, Drops Jeeves just became, retiring its butler mascot and question-format search in favor of an uncluttered main page and improved search technology. In sum, tried to make news in the search engine world by doing some rebranding, and it worked.

Official Press Release:
The New Unveiled: New Site, New Brand, New Tools
Innovative Search Tools, Advanced Search Technology and Sleek Design Help Users Search Faster
OAKLAND, Calif., Feb. 27, 2006

With search site relaunch, Jeeves loses top billing

By Elinor Mills
Staff Writer, CNET
February 26, 2006, 9:00 PM PST

Search Engines,