Is Bing a Challenger Brand?

Bing is in the unique position where it's like, I can anybody expect less from Bing. So as a result, they get to do whatever and they get to be as wrong as you want. But look at what the products that Microsoft launched this with: Things that are in no way key to their revenue. It's part of the benefit of them having a very diversified sources of revenue for the company. They can afford to take a risk on Bing. And so they can be super aggressive with this and say, we can gather some data.