You know you’re desperate for news about a new search engine when the possibility of one letter of its logo being accidentally revealed merits comment. But what the heck: The ever-enterprising M.G. Siegler of TechCrunch popped into Bing.com, which may soon be revealed to be the home of Microsoft’s replacement for Live Search, and saw that it had a Favicon–a tiny blue-and-orange letter “b.” When he checked again, it was gone.
The logical assumption here is that Microsoft is indeed girding itself to unveil the new service at the D conference this week, and that Bing is indeed the new name. I still think it would be cool if all the scuttlebutt about the engine being named Bing, Kumo, or Hook was a conspiracy on Microsoft’s part, and it has an entirely different name up its corporate sleeve that nobody’s ever heard. In any event,
Normally, I’m opposed to technology products changing their names–I presume that even the search team at Microsoft would agree that changing a name does nothing to improve a product. In this case, though, the name “Live Search” is so lifeless and confusing that it makes sense to start fresh. I’m not at D, but will chime in again as events warrant.
Meanwhile, I’m trying to cozy up to the name Bing. It’s a sign of my age that it brings pleasantly nostalgic associations to mind, like…well, this: