What’s in a name?

Well, a lot, actually, and BoomTown supposes it would be just like those Pacific Northwest types at Microsoft to name the new version of its search service “Bing,” presumably after the cherry that is a big product in the company’s home state.

That moniker is one of many being bandied about in a group the software giant could be considering for the big relaunch of its search service, which it has been prepping.

But Microsoft should forget the fruity metaphor, also rename its MSN online service “Bada” and use this motto: “Bada Bing, Bada Boom, Notta Bada Algorithm!”

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In this digital era’s version of “Spy Vs. Spy,” Microsoft and Google find themselves in yet another sharp-elbowed battle to be the one to strike some sort of commercial search deal or product partnership with Twitter, many sources with knowledge of the situation said, as they also jockey for position to evaluate the potential of the much-hyped microblogging start-up.

After last week’s explosive rumor that Google was in “late-stage” talks to acquire Twitter, which BoomTown reported was wildly premature, I set out to try to sort out exactly what was going on.

As I found out, there was a lot–mostly much talking related to possible product and distribution partnerships, centered around Google or Microsoft, as both struggle to gauge the importance of Twitter.

It’s a familiar roundelay for the two most powerful companies on the Web.

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When sources at Microsoft last week told BoomTown that it was going to use Carl Icahn as a kind of messenger for a new ad search proposal, I thought: Uh-oh.

And tonight, like clockwork, Yahoo rejected Microsoft’s latest bid to buy its search and ad search business, which was delivered in conjunction with the billionaire activist investor, who is waging a proxy fight against the company.

Why? Well, it’s kind of like sending Pepé Le Pew to a garden party.

Sources tell me the bid included a $20 billion ad search revenue guarantee over 10 years, as well as other small improvements on Microsoft’s previous proposal.

Still, Yahoo turned up its nose at it.

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One might have hoped that the Apple iPhone 3G media Hypestar that descended on the tech news arena would have been able to drown out the irksome bickering that has seemingly become a daily occurrence between billionaire investor Carl Icahn and Yahoo via dueling public letters.

But no! And, unless Microsoft mercifully steps in and forks over $34 a share to rebid for all of Yahoo, it’s likely this playground-level of fighting will go on until August 1.

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Break out the sedatives, because Carl Icahn is getting mighty tetchy with Yahoo CEO Jerry Yang and the board of directors of the troubled Internet company!

In yet another letter to Yahoo Chairman Roy Bostock, the ever-grumpier billionaire investor, who is waging a proxy fight against Yahoo and seeking to oust Yang and crew, he stepped up the volume to Crazy Eddie levels.

It’s almost too juicy to require translation, as the veins practically pop out in Icahn’s letter from all the agita he seems to be experiencing over this botched takeover.

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So before the Monaco Media Forum began last night and I had to get all Web 2.0 again, BoomTown succumbed to the charms of this luxe town on the Riviera–home of James Bond movie moments, tax-evading expats and a whole lot of European royalty.

In others words, quantum levels of classiness above where we exist (although [...]

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