Bing represents more than a new branding... It's not Live Search rebranded. Bing is a new search engine that is also a decision engine. So, in some sense, Bing is Microsoft's latest attempt at evolving general purpose search as opposed to being simply a new name for Live Search... Stay tuned for more meaningful information over the coming days and weeks.
I'm all for a new kind of search engine. I'm all against yet another nonsensical renaming of the Live brand. I really hope we won't use our Bing ID's to sign into Bing Hotmail, or download Windows Bing Mail to add appointments to our Bing Calendar while chatting with our contacts in Windows Bing Messenger.