They might enjoy the "Bing Is Not Google" backronym but obviously they were more interested in the sound effect in advertising (sounds better than that annoying

They might enjoy the "Bing Is Not Google" backronym but obviously they were more interested in the sound effect in advertising (sounds better than that annoying "Ya-hooooooo" Yahoo! uses) and the possibility to use "bing" as a verb: "Bing it" vs. "Google it." (Xerox-ish trademark dilution isn't as big of an issue as gaining the initial mindshare.) Based on the reactions of people I've watched TV with, the Microsoft advertising is doing a great job of getting the name out there and making people feel good about the brand. Everybody is curious about what nonsense the characters are going to come up with and a few of them even imitate the "bing!" sound effect. But, I asked a few of them if they've actually tried Bing and they said no. They all just use whatever's set in the browser's search box and they see prompts for changing the default search engine as a commonplace annoyance ("Every time I download a program, it always want to install some toolbar or something.") Anyway, I think the name was a great choice.