Google miffed at company name being used as a verb

In what I consider a rather odd response by Google, the search company has fired off legal missives to many companies requesting that they stop using the word "Google" or "googling" as a descriptor to a search verb. I can understand Google's rationale -- brand protection and trademark protection. I've met many, many people in the last year, though, that use the word "google" as a verb, which tells me just how powerful Google's brand is. Gone are the days of looking for something offline. Everything is searched for online, and Google is the first -- and usually, only -- stop.

Although Google must protect its trademark and patent portfolio, it can only benefit from consumers, companies and educators using the word "google" as a verb to describe internet searching. The corporate culture Google appears to have, which is unlike almost any other company today with its size, would seem to almost encourage the company name being used as a verb. Just like when someone associates a digital music player with an "iPod", Internet searching should be immediately and always associated with the word "Google", I would think.

Do you use a tissue or a Kleenex? Do you use a digital video recorder or a TiVo? Do you drink cola or a Coke? Do you search on the Internet or do you Google?

Brian White has worked in various executive positions in technology and telecommunications and now focuses on editing and writing.