America loves Bing but is it just a fling?

Money may not be able to buy you love but it seems infatuation is well within its grasp. Just a week after its launch, Microsoft's Bing has already ov

Money may not be able to buy you love but it seems infatuation is well within its grasp. Just a week after its launch, Microsoft's Bing has already overtaken Yahoo! as the second most popular search engine in America, accounting for 16% of all searches.

And that's before Microsoft's $80-100 million (£50-62 million) advertising campaign for its 'decision engine' has really kicked in. On Monday, Hulu viewers who sit through an hour-long Bing infomercial starring Best in Show's Fred Willard and SNL's Jason Sudeikis will earn ad-free viewing on the US-only internet TV player.

That will soon be followed by Bing sponsorships of several NBC shows over the summer and a bunch of clever-clever ads on MTV.

Carol Bartz, CEO of Yahoo!, the company that spurned Microsoft's advances for its search technology last year, says that Bing will only attract "temporary interest" from curious consumers, and that people will soon return to their old surfing habits (mostly Google and a little bit of Yahoo!).

You're probably right, Carol, but only time will tell whether Microsoft's current popularity is just a passing fad or the real Bing.