Microsoft says that its brand-new search engine, Bing, delivers results that are just as good as those of its competitors. But Bing is no mere imitator, slavishly copying those that have gone before. Just compare a search for 'Bing market share' on Bing with the same search as performed by what Microsoft coyly calls the 'market leader’. Despite the undoubtedly unprejudiced algorithmic approach of both technologies, the results look very different.