The following is from the All Things Digital Conference…Excerpt of Walt Mossberg asking Steve Ballmer about Microsoft’s new search product – bing.com

This polling firm asked how consumers choose – what is the reason that you with the search firm that you go with.  No. 1 is, I like the results best. That’s 45%.  The second, though, is out of habit.  That’s 38%.  No. 3 is, I trust the search company brand, 35%.

To me, “out of habit” and “I trust the brand” are pretty similar, and if you add those up, that 73%.  So there’s an incumbant leader: Google.

  Ballmer’s responce was that MS feels like Rocky in Rocky I, Rocy II, and maybe Rocky III…”and I don’t know if there’s a RockyVII or something like that at this stage.”