Trademark Issues with "Bing"

The Microsoft Company is recently getting sued by a smaller Missouri company for using the name "Bing" to brand Microsoft's new search engine. They are filing on unfair competition and trademark infringement from Microsoft's "big business" pressure and reputation. Bing Information Design filed this case through a circuit court in Missouri, asking for paid advertising that would distinguish between the two companies. Bing, the design company, had been using the name since 2000 and attempt to apply for trademark but was initially refused. Their trademark would have used "Bing!" with an exclamation point. Microsoft had also applied for trademark around this time without the exclamation point. Microsoft is aware of the complaint, but they do not believe it is a serious issue or lawsuit with merit.

Source: http://www.computerworld.com/s/article/9142459/Design_company_Bing_sues_Microsoft_over_trademark?taxonomyId=17