Brett_Tabke - 12:24 am on Feb 26, 2003 (gmt 0)

I can understand Googles position, but like the author said; "the cat is out of the bag on this one". I think the only thing they can do is go the other way and embrace it. Use it as their own in their own material. Make it their tag line. Get it to the point it is synonomous with internet search itself.

If there is one thing pop culture doesn't like, it is when companies co-opt phrases or slang they came up with. Remember the back lash in the early 90's when Nike tried to use the Beatles Revolution in a commercial?

That's just what Google needs to do: own it as their own creation and use it everywhere. Only then does it fall off the radar and they get it back. Make it a branding dream phrase.