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Google does not want to have its name become a verb. If people use google as a generic term for search (no actual specification to using Google to search), then anyone can use the word google instead of using the word search, thus Google losing its trademark. For instance, you could see google.msn.com and that would be the searching site for MSN. Look at terms like "xerox", "kleenex", and "chap stick". Once they were brand names but they were used so often that they became the product they were and no one cared about the brand itself. Now anyone can call copying something "xerox that", or call paper "xerox paper"; you can buy some off brand lip balm and it all is called "chap stick". I can't think of other brands of kleenex... I hope this was clear, I was going off of what I remembered in my organizational psychology class I took a couple years ago and this was discussed. However, this conundrum of popularity is outlined on a few sites if you care to check it out:
http://arstechnica.com/news.ars/post/20060706-7198.htmlhttp://news.bbc.co.uk/1/hi/uk/3006486.stm