Looks like Microsoft has gone with Bing! as their new search engine name.

I guess they think it’s different enough from SouthWest’s Ding that they won’t get sued (or already worked something out with them… not like www.ding.com isn’t clearly for sale), and enough time has passed from the Soprano’s Bada Bing strip club…

The very interesting thing will be whether they can start to get traffic. They’ve apparently got an 80M rollout for it. But I’m still skeptical that they’ll be able to actually get into people’s heads.