Apparently having the vast majority of the world's operating system and Internet browser market wasn't enough for Microsoft. Now they've set their sights on Google by designing a next-generation search engine with the express goal of unseating the mediagenic king of Internet searches. Update: Bing is official.

'Bing' is the new search engine's final name, and Microsoft has put 80-100 million dollars into Bing's ad campaign to make sure that everyone knows it. The main focus of Microsoft's campaign seems to be to convince users that current search engines are 'broken', and inefficient. Bing is billed as a more accurate alternative to Google, that will take less effort and less refining to get the search results you desire.

Of course, Microsoft's case remains entirely unproven. If Bing is to have even the slightest hope of unseating Google, it is going to need to be truly exceptional. Most users consider Google synonymous with 'search engine', and don't even think that they are using a product whenever they type "www.Google.com" into their browser. Google is ubiquitous. Even with a massive ad campaign, it's going to be an uphill battle for Bing.