A recent report by Independent Online Edition which was recently highlighted by Steve Rubel has Google sending legal notices to the media telling them to not use Google as a verb (i.e. to google). Wait a minute, isn't any press good press? And the fact that Google is being used as a verb only goes to show that the word google has replaced the action that you perform on Google which is search. I find this interesting since I do not know how many times I have seen the Pontiac commercials that specifically tell people to "Google Pontiac." This should be the ultimate complement and I cannot believe Google sees it differently.
I guess Google is concerned that the use of Google as a verb could delute its brand recognition. For example, if searching for something was consistantly considered "googling for it" then maybe you "google" for something on another search engine other than Google itself with your search experence related to Google when in fact they were not even involved. I know this whole situation sounds far fetched, maybe we should just google the word "xerox" to better understand what Google is concerned about.