bbcarter - 6:44 pm on Jul 3, 2006 (gmt 0)

Actually, if you search the USPTO trademark database (http://tess2.uspto.gov/bin/gate.exe?f=searchss&state=p6ajer.1.1) for 'latitude' you'll find more than 12 claims for that word-

And technically, a claim for a common word like that is not strong at all. I doubt they could defend it in court.

And am I missing something? Everytime I've written in my reason for an exemption on a trademark or squaretrade issue, I've gotten it.

Yes, the AdWords databases for both are annoyingly oversized, and this part of their program is not as smooth as others, but in my experience you can get around it easily with the write-in exemption.