You'll pay an initial franchise fee of $45,000 directly to McDonald's. The other costs go to suppliers, so this is the only upfront fee you pay to McDonald's.
Bing (known previously as Live Search, Windows Live Search, and MSN Search) is a web search engine (advertised as a  decision engine ) from Microsoft.
Called Bing It On, the promotion asks you to offer up a search and then look at a side-by-side comparison of the results, in which the identities of the search engines are hidden. Then you vote on which results are better. You do this several times, in a best-of-five-searches challenge.