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Start seems to be their "curated content" news aggregator and Bing Ai the search app with GPT-4. I'd guess that they're testing which app yields more data from

• Alifatisk 3y ago
  That's interesting, the thing is. Both apps has the same content and layout, they are almost identical. If you download these two and open them, there is almost no way to tell them apart except their app icon and name.