Trying to woo News Corp. isn't the only way Bing is taking it to Google. They're also placing ads on the Google site. Looking recently for a restaurant to have a business lunch at in New York, I noticed when I searched on Google Maps that Bing had placed an ad there.
And when I went to Bing, guess what? Google was doing the same.
(By the way, my search was a little too "natural language" for both sites. But that's a different story.)
CLICK THE IMAGE TO BLOW IT UP AND SEE MORE CLEARLY.