The blogosphere is filled with postings about Bing, Microsoft's new search engine that they hope will compete more successfully with Google for search share. This is another such posting about Bing, but I hope to walk down a different path by talking about the strategy Microsoft is using and why it could work instead.

There is a natural tendency to want to view Bing versus Google. That's the deathmatch-cage fight the world wants to watch. But it isn't a Google killer because as I have already said, search isn't broken.

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