From the article:
I read the article as linked.
From the article:
Usng someone else's trademark in a COMMERCIAL, an ad, an ADWORDS AD, is indeed a dillution of the owner's trademark. G$ can claim all its self-justifying absurdity it wants, but each trademark belongs only to one owner, and G$ isn't it (except for their own trademarks).
If G$ would STILL choose to take that trademark-infringing route only shows they choose the unethical ways every time when it comes to $$$.
Trademarks belong to their owners. End of story. Others' trademarks do not belong to G$. And they do not belong to the searching users (so the silly "let the users decide" argument is irrelevant!). Neither do others' trademarks belong to trademark-infringing ghost affiliates. I am not talking about authorized affiliates of specific trademarked companies, but about those who use such ghost affiliate systems as an "eBay" account or whatever in order to then infringe a non-eBay trademark with a "Buy TRADEMARK now at eBay" type of ad. That IS an infringement of the trademark owner's rights and G$ must absolutely be held legally liable for allowing such infringement to occur.
The thing to remember about trademark law is that when a trademark owner lets a "little infringement" get away with it, then even that little allowance legally opens the door (establishes a precedent) for a legal challenging from the "little infringer" to prevent the owner from further disallowing even more overt infringement. Giving an inch can mean being forced to accept a mile. Clearly, therefore, it is extremely unethical for G$ to allow the infringement of owners' trademarks. To allow that is another example of G$ "doing evil."
However, if G$ does bring an end to that trademark-stealing policy by use of now separately choosing to limit or remove all affiliate ads, then maybe G$ WILL be on its way to cleaning up its unethical act after all.
Additionally, if it does so, it could even be DOUBLY improving its value (ending the theft of trademark infringement AND removing the irrelevant ghost affilates from distracting and destroying the AdWords adspace). It will also be doubly showing that G$ might possibly be headed BACK to maybe one day again following its asserted but currently-hogwash claim to "Do no evil."
We'll have to wait and see.