Congrats Microsoft, you came up with a name ... now what?

Bing, Microsoft's new search engine, is finally here. OK, well, as of May 29, 2009, it's not actually here yet. However, people are already raving over the name "Bing." It does have a nice ring to it, and it goes great with Crosby. But, what's in a name?

Maybe the search engine will be better than Google, or maybe it won't be. No one can determine that right now. It just seems like a better business plan would be to try to build the best something, as opposed to trying to build something better than the competition. It's as if Microsoft is so focused on beating Google that it has forgotten what it started fighting for (apologies to REO Speedwagon).