Microsoft unveiled it's new search engine, Bing (But Its Not Google) without much of a fanfare yesterday. On the surface it might look like just a rebranding exercise, and we've been here before - MSN became Microsoft Live, but little else changed. We have also heard of numerous so-called Google killers in the past. Anyone tried Wolfram Alpha yet? Anyone even remember Cuil?

But put your cynicism to one side for a moment and there does actually seem to be some genuine enthusiasm for the product amongst experts in the search field. The way search results are presented is quite clever. You get commonality searches (ie what you might look for next) down the left, related searches below that and over on the right a list of similar companies to the one you have found.

Add into the mix the fact that Microsoft are going to spend $80 million building and promoting the Bing brand and it starts to look like they might just be able to give Google a run for their money.

You can try the beta version of Bing here.