While Google may be the preeminent leader in search, most of its users aren't certain enough that the company can return the exact result they're looking for. A story from Marketplace suggests that the "I'm feeling lucky" button isn't much of a hit with users, and in terms of digital real estate the link actually costs the search giant about $110 million per year.

In an interview with Google co-founder Sergey Brin, Marketplace reporter Brendan Newnam questioned the value of a button that 99 percent of all Google users forgo.

Brin, who said he seldom uses the button, told Newman that it represents Google's ambitious goal for better search results.

Marisa Mayer, Google's VP who is responsible for everything on the search page, said the button also reminds Google and its users that the company isn't just a dry corporate shell.

Tom Chavez, who heads Rapt, a firm that determine the value of a given page, told Newnam the price of Google's personality as reflected by the "I'm feeling lucky" button is about $110 million in lost revenue per year.