Updated from 11:53 a.m. ESTSAN FRANCISCO -- If it was anyone other than Microsoft ( MSFT) CEO Steve Ballmer continuously beating his head against a wall, you'd tell him to stop. At this point, however, isn't it really time to embrace this "other" Cult of Steve for the sheer passion and earnestness he brings to his role? He is, without a doubt, the Tommy Lasorda of CEOs -- a company cheerleader with the videotaped seizure to prove it. The sooner that we all take part in bestowing upon Ballmer the mad genius designation, the sooner we can sit back and enjoy the ride, unworried about the hundreds of millions of dollars that he may pour into some ill-fated business strategies. As Tuesday's Wall Street Journal reported, Microsoft has begun testing a new Internet search service, dubbed Kumo, as the company attempts to improve its third-place standing in Internet search market share. Or put more correctly, Microsoft is attempting to gain more of the approximately 15% market share that is not taken by Google ( GOOG) and Yahoo! ( YHOO) -- the only portion that will be available for the foreseeable future. On some common-sense level, away from the metrics and financial modeling, we all know how this is going to turn out. The search-engine battle is over, and Google has won it. The only real surprise, perhaps, has been that Yahoo!'s second-place standing seems to be much more secure, with the company's share holding firm in recent months at about 20%. Part of Microsoft's fantasy regarding search is a) that the entire search experience can be improved, and b) that it can be done so to a discernible agree.