Finding a name today is hard because everything has been registered somehow. I think Bing has a couple of advantages as people wrote before: easy to remember, easy to type (though I keep on typing ginb) and in en-US it can be used as a verb (to bing, bing-ing,
bing-it!). Personally I don't like it, but probably I will get used to it. I just hope the rebraning does not cover the other windows live products as now I got used to their names.
I remember when I was looking for a name for my own company: I paid a professional company to help me out and their suggestions were Ipsoa, Hyperion, etc. I sat down with a friend and a few beers and after two hours of brainstorming we came up with Blue
Ice. Honestly that sounds much better to me and considering the investment it is definitely worth it. Marketing can be such a waist of money!!!