If there's one thing you can say about Bing, Microsoft's new search engine, it's that it has an amazing power to stay in the headlines.
Launched at the beginning of June, large sections of the online and traditional media have since talked up Bing's chances of eclipsing rival Yahoo, presumably as a staging post before toppling the gargantuan Google.
Well, today's news is simple: it won't.
Despite headlines such as Bloomberg's "Microsoft's Bing Grabs Search Market Share from Yahoo", and FOX News' "Microsoft's Bing Aims to Dethrone Yahoo, Not Google", the reality is rather more modest.
According to a newly-released comScore search engine report, Bing's market share crept up only 0.4% - that's 0.6% less than the share its Live Search engine had this time last year.
Even though Bing has an $80 million advertising budget to draw on, it has an uphill struggle to boost it's share of the market from 8.4% to the 19.6% enjoyed by Yahoo.
Incidentally, Google now has 65% of the market, compared to 61.5% a year ago. Founders Larry Page and Sergey Brin needn't worry about succumbing to the Bing thing just yet.
