exoteric said:

"Microsoft rebrands Hotmail/MSN/Live/.Net/Microsoft Search (Again)"

Can you substantiate this? Sure, they create a special version of Live Search but how do you get from that to a total rebrand of everything?
Dramatic effect?

I laughed pretty hard when I read this:

Q: What does "Bing" stand for?

A: "Bing Is Not Google".