It's a hoop because it's an unnecessarily complicated process for something which should be so simple, but we're forced to do it because Microsoft deems it so.

It's a hoop because it's an unnecessarily complicated process for something which should be so simple, but we're forced to do it because Microsoft deems it so. Also, that process is not immediately obvious and certainly not intuitive. I can definitely imagine many people just giving up and using Bing.