Google is by far the dominant search engine. Both numbers two and three (Yahoo and Microsoft) have much smaller shares of the market than Google. So why would Google pay any attention at this point to Microsot? Why would it "ding Bing"? (See Google's Schmidt dings Bing and Bing and Google Get Testy for more.) Classic marketing principles suggest that a dominant market leader should not publicly attack its competitors, even its number two competitor. (For example, you don't see Coke spending lots of money comparing themselves to Pepsi.)
On the other hand, I'm sure Microsoft loves the fact that Google employees and executives are talking about Bing. It just gives Bing free publicity, helping it to grow more. Whether or not Bing can give a real challenge to Google at some point in the future is a question no one can answer right now. However, the company to be worried is Yahoo. With all of the continued attention, Microsoft has a good shot at overtaking Yahoo.
In fact, I predict it will happen before the end of 2009.
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