Search engine giant Google, known for its mantra "don't be evil", has fired off a series of legal letters to media organisations, warning them against using its name as a verb....In June, Google won a place in the Oxford English Dictionary, while "to google", with a lower case "g", was included last month in Merriam-Webster's Collegiate Dictionary, America's leading reference book....A spokesman confirmed that it had sent the letters. "We think it's important to make the distinction between using the word Google to describe using Google to search the internet, and using the word Google to describe searching the internet. It has some serious trademark issues."
Sort of reminds me of podcasting (or maybe Kleenex, Q-Tip, and Band-Aid are better examples). Although I'm sure it's not all upside, it seems like a gift-horse to have your brand name be synonymous with searching the Net.