Because It's Not Google
I can't help thinking they're kind of missing the point: To be so synonymous with something that your name becomes a verb is surely evidence of significant if not total market penetration.
I always chortle every time I catch one of those tortuous scenes in the remake of Hawai'i 5 0 - the ones where they're trying to convince you to "bing" things. https://www.youtube.com/watch?v=E3ug8jrja7M
Guess Micro$oft will be ready to hoover up the honours.