Exactly. It will be a huge misstep if they don't take the opportunity to do a rebranding here. It's not that Bing is terrible (well the name is, but that could

Exactly. It will be a huge misstep if they don't take the opportunity to do a rebranding here. It's not that Bing is terrible (well the name is, but that could be arguable). It's that after at all of these years Bing has become - deserving of it or not - synonymous with mediocre. When it comes to search, it's not even thought of as 'second best' - it's more like 'last resort' (or even "I'm feeling lucky")