So Microsoft is taking another shot at Google with its revamp of Bing. The new Bing will not, however, make Microsoft a social, or elastic company. It will not move Microsoft on from its past, into the platform and ecosystem world. With Microsoft we know, fundamentally, what type of company we are dealing with. Google though, at a management and leadership level, remains an enigma inside a puzzle, as Winston Churchill might say. A company that has been feted for its approach to innovation but which is still something of a closed book.