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  Why 'Start.com' should become Microsoft's new search brand
Time: 01:15 EST/06:15 GMT | News Source: TechFlash | Posted By: Kenneth van Surksum

Todd Bishop: Whenever reports surface about Microsoft preparing to rebrand Live Search, as happened again today, I wonder if the company has forgotten it owns one of the coolest domains on the Web. It would seem odd to pick something obscure like Kumo, the rumored front-runner, when Microsoft already has the perfect site: Start.com.

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