In one corner, the holders of trademarks.
In another, a search engine which is knowingly allowing competitors of the trademark holders to use those trademarked terms to trigger the presence of their advertisements on search results pages.
Google is suing in a U.S. District Court in California to argue for a declaratory judgment holding that their adwords advertising does not constitute trademark infringement.
I'm wondering in this instance, if we're seeing one of those situations which someone could preface with a "be careful what you ask for, because you just might not like the answer you get?"
