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Here is the screenshot from "The Trademark Blog":
What do you think?
Google has been testing a related search function for a very long time. And to my knowledge, there has never been any king of evidence that would suggest that the words being returned are being paid for. They are simply the most commonly searched for related terms.
The fact that somebody typed in just "running shoes" indicates that there is a good chance that one is not looking for those big brands and filtering out results that sell those shoes might be doing favor to the searchers. ;)
Having those other searches up top only confuses the searcher IMO. They know what they typed in. They don't need some algo to second guess them.
For example, in many places in the USA the following conversation would not be at all uncommon in a home or a diner:
Would ya like a Coke to drink?
Ok, I'll have that up for ya in two shakes of a lamb's tail.