Tuhia he tohutoro mō tēnei wāhanga - I te wāhanga o "The Colbert Report" i rere i te 8 o Pipiri 2010, i kī a Stephen Colbert ka koha a Microsoft i te $2,500 hei āwhina ki te horoi i te turuturu hinu i te Gulf
i ia wā ka whakahua ia i te kupu "Bing" i runga i te hau. Ko te nuinga o nga korero a Colbert mo Bing i roto i nga ahuatanga o waho, penei i a Bing Crosby me Bing cherries. I te mutunga o te whakaaturanga, ka kī a Colbert i te kupu 40 ngā wā, mō te $ 100,000 te katoa o te koha. I kata a Colbert ki to raatau whakataetae ki a Google, e kii ana "Ko Bing he paetukutuku pai mo te rapu Ipurangi. E mōhio ana ahau ki tērā, nā te mea kua rapua e au ki Google".