Nexus talked about domain name branding. What is branding? It is something created by ads. Like askjeeves did for its search engine a few years ago. Leave the ads for askjeeves alone for a moment then askjeeves is nothing as a brand. It has been said here multiple times on this forum that you can pick any domain and convert it into a brand by spending a packet on it.
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I think pressure will increase on Search Engines over what shows up under certain keywords. I'm sure Google hears no end of it. On a serious note... especially when it comes to trademarks and such, I wonder if Google will begin selling this "I'm Feeling Lucky" to corporations (the instant browse feature)... allowing the "first result", to be determined by the sponsor of those AdWords (and true search result pages, simply delineating the difference between the paid ads and the true query results).
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Not only the first results on adwords but all results on adwords are sold by google as of now. Anyone (including the corporate giants) are free to buy those spots. provided they are willing to spend the money. Check overture for keyword Viagra and you will find that Pfizer is buying #1 or 2 slot for that keyword for $6-$7 per click.