Not necessarily, "Bing : Microsoft" is not analogous to "Google Search : Google." Bing just needs to fill a small gap in Microsoft's total product portfolio whereas Google Search is the crown jewels for Google. In other words, Bing can be a cost center for Microsoft and still contribute to the company's bottom line by contributing to increased revenues in other areas, but if Google Search starts losing money Google is in real trouble.

So long a Bing provides meaningful statistical data regarding internet search,keeps Google from data mining searches performed in Redmond, and serves as a productive R&D platform it is successful for Microsoft because they do not need to generate significant revenue from advertising to be profitable.