Exactly. They just have to make an effort to protect their name within trade. ie: Tell advertising agencies for companies not to say in their commercials to "google" their company/product.Phoenix said:That is so not true that it deserves to be pointed out. Google's name becoming a word does not make it any less a trademark. A trademark protects the use of a word or group of words ONLY within trade and only for a particular use. Having people say that they are 'googling' for some porn does absolutely nothing to the trademark, its validity, nor its restriction of use by other businesses in that trade.