Mgbe Stephen Colbert na-ekwu okwu n'ihe omume a kpọrọ "The Colbert Report" nke e gosiri na tiivi na Jun 8, 2010, o kwuru na ụlọ ọrụ Microsoft ga-enye puku dọla abụọ na narị ise iji nyere ha aka mezie ebe mmanụ a wụfuru n'Ọwara Oké Osimiri Gulf
oge ọbụla o kwuru okwu ahụ bụ "Bing" n'ikuku. Colbert na-ekwukarị banyere Bing na ọnọdụ ndị na-enweghị isi, dị ka Bing Crosby na cherị Bing. Ka ọ na-erule ngwụsị nke ihe ngosi ahụ, Colbert ekwuwo okwu ahụ ugboro 40, maka ngụkọta onyinye nke $ 100,000. Colbert kwara njakịrị na asọmpi ha na Google, na-ekwupụta "Bing bụ nnukwu weebụsaịtị maka ịme ọchụchọ ịntanetị. Amaara m nke ahụ, n'ihi na achọtara m ya na Google".