Google is fighting the good fight to protect Google as a trademark, but I think it’s a losing battle, especially in the age of user-generated content. Back in the day when there were only  a few media outlets, it was easy to send a cease and desist letter to a newspaper or magazine.  Now there are tens of millions of publishers, and not all of them show up in Google, or Yahoo! or Live Search, but they’re all connected in some way. If elevator couldn’t protect its trademark back in the day, how is Google going to do it today? (via John Battelle)