It's not a search engine as you know it...

Microsoft has finally confirmed the worst kept secret on the Web that it has been working on a new search engine, which will go live later this week. Bing.com claims to be a search engine with a difference by being a decision engine but as it's not yet live, it's hard to see if the hype lives up to the reality. Microsoft has long been trying to rival Google for search and has built several expensive and experienced teams to try and seize the much coveted number one market position but it has consistently failed to even worry Google. By positioning itself as a 'decision making engine', it seems that Microsoft is acknowledging that a completely fresh approach to search is needed, one that pulls in multiple information and content feeds from publishers and one which also factors in social search. That's certainly what Microsoft are telling journalists and is covered by the Guardian here. It will be interesting to see just how far Microsoft is prepared to embrace social search particularly if negative comments and feedback are appearing against certain brands who also happen to be big spending advertisers.
Microsoft should be applauded for trying to establish themselves as a credible alternative to Google but the likelihood of Bing being a Google killer is slim to say the least.