Full article displayed on Bing

Is Bing licensing content from trusted providers?

[numnum]

Today I was using Bing to search for a topic involving medicine, and I clicked on the Mayo Clinic link (it was either the first or second search result). A complete illustrated article then appeared on Bing (not framed, not a new tab or window). It was nicely formatted, with the message at the top "Article provided by Mayo Clinic." The clinic's logo appeared above the article as well. The logo was an image link to Mayo home page. But I don't think the typical user would realize it was a link or try to hover/click on it.

I assume MS licensed this content from the clinic at a price, right? And I assume what they're paying for is to keep users from leaving Bing, right?

Has anyone here seen other content presented in this fashion? Is this the future, comrades?

[bingdude]

As with so many thing, we constantly test new ideas to see if they resonate with the general search population.

Folks have to keep in mind that Bing is a decision engine, focused on "task completion". We've stated this from the outset, so trying things like these types of tests help us determine if this type of SERP behaviour strikes a positive or non-positive note with searchers.

For exmaple, I did htis search on "gout" today and get sort of a version of what was described earlier in the thread. Not the whole article, but part of it, with a "click here to read more" option.

SERP example: [bing.com ]

...and yes, we partner with those providers, who then supply the content.