From the SEC file vault, Google reveals a risk that its popularity may someday hurt its branding:
We also face risks associated with our trademarks. For example, there is a risk that the word “Google” could become so commonly used that it becomes synonymous with the word “search.” If this happens, we could lose protection for this trademark, which could result in other people using the word “Google” to refer to their own products, thus diminishing our brand.From now on, I will stop Googling and start searching the Internet using Google. Or I could Ask Jeeves.
This is a very emotional topic for me. Hand me a kleenex. And pour me a coke.
— Phil Harvey, Action Words Editor, Light Reading