To believe the fevered prose of the ever-unreliable New York Post, you'd think that the apocalypse had come to Google in the form of Microsoft's new Bing search engine. But purple prose aside, Google doesn't have a great deal to fear from Microsoft's newest entry in the search field.
The New York Post headlined its article "Fear Grips Google," and warns that:
Sergey Brin is so rattled by the launch of Microsoft's rival search engine that he has assembled a team of top engineers to work on urgent upgrades to his Web service.
The article goes on to claim:
Brin, according to sources inside the tech behemoth, is himself leading the team of search-engine specialists in an effort to determine how Bing's crucial search algorithm differs from that used by the company he founded in 1998 with Stanford University classmate Larry Page.
"New search engines have come and gone in the past 10 years, but Bing seems to be of particular interest to Sergey," said one insider, who spoke on the condition of anonymity.The move by Brin is unusual, as it is rare these days for the Google founders to have such hands-on involvement in day-to-day operations at the company, the source added.
Would it surprise me that Brin is involved in understanding Bing, and making Google better? Certainly not --- it's what he should be doing.
But is Google gripped by fear over Microsoft's latest attempt at improving search? Of course not. Bing is certainly an impressive piece of work, and is faster and delivers better search results than previous Microsoft efforts. It also has some very nifty features, like a very good preview when you click to the right of search results. So Google is right to be concerned. But Google still owns search now and well into the foreseeable future. The apocalypse has not yet arrived.