Microsoft Rebranding Live Search As Windows Live Search?

The LiveSide blog reports on screen captures showing that Microsoft may be testing rebranding Live Search as Windows Live Search. Here is a snippet from one of the screen captures:

As you can see, Microsoft is testing adding in the “Windows” brand, before Live Search. \

Danny and I have often mocked Microsoft for changing their branding efforts for their web properties. I wish I was able to locate all the times Microsoft changed the name of their search engine. Off the top of my head, this is what I remember. Currently, we have Live Search. We had Microsoft Search, MSN Search, and a ton of promotional search engines. Microsoft, I believe, at one point named Live Search, Windows Live Search – but I can be wrong on that. Will they be going back to that brand?

In the Keynote with Kevin Johnson at Microsoft coverage from SMX Seattle, Danny asked Kevin:

Danny: There’s the Live brand. Why not go back to MSN or Microsoft Search? Why not change it – or will it change?
Kevin: There’s an opportunity for us to fix those brands. We acknowledge that we need to get that fixed. If you have suggestions, we’ll take them.

Branding Microsoft’s online proprieties, including Search, has always felt awkward to me. Consistency, is needed.