I tried Bing the other day because I was curious if Apple was snubbing them legitimately (because bing isn't great and therefore would create a worse experience for Apple users) or illegitimately (because google offered more money). It's clear to me Microsoft still doesn't understand customers. They are still making all the same mistakes that msn.com made. It is just too busy. Microsoft does not understand UI.

Google won not just because of comparatively quality search results, but because of minimalism. I don't need to see a picture of the day. I don't need an attention grabbing onboarding/news/suggestion box. I don't need a full menu bar. Google is very good about only polluting the search results with extra information when it is confident that that information is relevant to the search. No boxes pop out when you're scrolling down the page on google.

On google, most things that are not the results are pastel, grey, and mildly faded. On bing, everything is thick lines, vivid colors, picture based content. After doing a google search I know exactly where to look. After doing a bing search there are 6 different UI elements all doing battle for my attention. I had to scroll almost 2 full pages to get to the first result that looks like what I expect when I use search on the internet.

Bing is obnoxious, and it's asking me to cognitively process 100 different things other than the only thing I care about: my search results.

More is less.

Microsoft also has a long history of poor security, being in bed with the government, and being a hyper-corporate business-first company. Given that Microsoft is currently loading their operating system with Ads and the history of being in bed with the government (skype), how can anyone trust the Microsoft brand?

Low trust brand + bad UI + par level results = "small" service.

Nobody is actively changing their default away from google unless they think it's to a more privacy respecting search engine.