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Microsoft Bing: The Decider of Search Engines, Saving Us from Confusing Keywords and Queries

By: Luke Gilman | Other Posts by
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I saw my first Bing commercial this morning (embedded below). For the uninitiated, Bing is Microsoft’s latest do-over attempt at making a search engine to compete with Google. I haven’t used Bing long enough to make any evaluation on its quality. It looks for all the world to be just another search engine. The ads, however, are so techno-culturally tone-deaf that I had to watch it twice to figure out it wasn’t (1) one of GM’s ‘rally cap’ reinvention spots or (2) a parody:

Some highlights:

While everyone was searching there was bailing. While everyone was lost in the links, there was collapse.

There you have it – it was not a faulty regulatory structure, business cycles, or ethical lapses that allowed the current economic malaise, but an overuse of search engines.

“We don’t need queries and keywords if they bring back questions and confusion.”

Ah yes, my old search engine often responded to my search queries with questions of its own. I found this confusing because I start to think it’s ME that’s the search engine and I worry that my index isn’t up to date. Phew, glad that’s fixed.

I’m also very excited that this new ‘decision-engine’ doesn’t need queries or keywords. Apparently if you go to and stare at it long enough it reads your mind.

Starting today, we need the right information to make the right decisions. Decisions to make us feel right, decisions that help us get to the right place, at the right time, even if it’s right around the corner. And we need to make decisions about what the right stuff is. Right now, it’s time for the one and only 100% engineered to cut through the crap decision engine. Ladies and gentleman, boys and girls, it’s time to Bing and decide.

So Bing, is “the decider” of search engines. I don’t see how that can go wrong.
Perhaps Microsoft has uncovered a previously unknown but deep-seated desire among internet users to have their decisions made for them rather than suffer through the presentation of ‘information’?

The second commercial attacks the inexplicable refusal of search engines to do anything about homonyms.

I’m particularly grateful that they will remove “Johann Sebastian Bach” from the results of my search queries for “back pain”. I hate it when that happens.

Thankfully Microsoft has also sought the services of advertisers who bother to tell you what Bing is supposed to be or do for you (below). I still doubt I’ll ever find a reason to use it but at least now I know.

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Category: technology


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