"Google Junior" - How Long Before Google Smites this?

Ran into this site advertised on Facebook today.  It's a Google ripoff in every way: cops the classic Google look, uses Google Custom Search.  And it doesn't appear to achieve its goal of being child proof.  (Then again, I once heard that a packaging prof at Michigan State tested child proof packaging, and found that off all age groups, children were best at opening child proof packaging.)