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This is definately breaking their own listing guidelines and depending on how you look at it, possibly using trademarks for their own profit.
When searching on the domain name of a UK company offering last minute deals on holidays & flights I'm seeing two secured loan companies results which have "minutes" in their title. Not in the least relevant.
The funny thing about this is that if those secured loan listings were submitted for this term they'd be rejected. By appearing as broad match tems the cost per click will be a lot higher than if they were accepted for the term.
This seems very unethical. I wouldn't be surprised if it was illegal.