Folks in the Live Search team do not have an easy task. Their main competitor is strong, has a very efficient product, and has a much better (who said cooler?) image. Even worse, by being the almost-monopolistic leader of the internet search market (at least in Europe), it can shape the taste and expectations of almost all users. Therefore, an obvious solution for other engines would be to copy Google. They have this super killer feature that brings users to their website? Let’s copy it! Their interface is all white with just a text box in the middle? Let’s have the same! Many people, including many Microsoft employees, think that a successful Google competitor must have a similar look and similar features, and that the only differentiation criterion will be result quality.