Looks like Microsoft's overhauled search engine Bing could be more than competition for its Google counterpart! As per a New York Post story - titled 'Fear grips Google' - Google co-founder Sergey Brin has got the company's top technical brains working on "urgent upgrades" to Google's service, trying to counter the prospective 'threat' Bing may spell for Google's Web search supremacy.

Though Bing's big chance of overthrowing Google from its search peak appears to be a distant thought - especially going by Microsoft's search engine upgrading efforts in the past - Brin and his engineers are observing Bing closely to figure out the differences between the closely-guarded Google algorithms vis-à-vis the new Microsoft Bing.

A Google "insider" saying that Sergey Brin is taking Microsoft's Bing seriously, told the newspaper: "New search engines have come and gone in the past 10 years, but Bing seems to be of particular interest to Sergey."

Meanwhile, an AdAge report has revealed that Microsoft is spending between $80 million and $100 million in an ad blitzkrieg to flaunt its latest search endeavor; as against Google's $25 million total spending on advertising last year.

Moreover, going by the numbers released by market analyst ComScore, the launch of Bing as Microsoft's default engine has helped the company increase its search engine market share to
11.1 percent last week from the earlier week's figures of 9.1 percent.