Walking the precarious line of brandiness; companies want to be verbed, but not so much that their verb becomes generic and applicable to their competitors as well.
I might argue that the genericide of google has commenced. I recently heard someone refer to googling on Bing; which is cool with me because you can google on Bing, but you can only Bing on Bing. I'll see your brand goodness and raise you one big fat "Bing!"
I don't deny that we have some catch-up to do in the search engine space. We are up to it because, yeah, we've got Bing. If I didn't think it was better, I wouldn't bring it up. The catching up is in the marketing, the public perception of our product. The usiness...it's in there.