I've always understood that most trademarks are restricted to being used as adjectives for official products, as in a "Xerox copier." Usages such as "make a xerox" or "go xerox these" are patently unacceptable (couldn't resist ;).

I've even seen ads from trade magazines like this one from Dayglo that respectfully ask that their trademark not be used as a generic adjective.

I'm not sure about the verb form of Google, but I can't find any evidence that Google condones the use of it as a verb on their own 'Google Permissions' page, on which they state "Use the trademark ONLY as an adjective, NEVER as a noun or verb, and NEVER in the plural or possessive form."

The ICANN Database of decisions in Uniform Domain-Name Dispute-Resolution proceedings has 110 hits for "Google Inc." (click on the first link in the story).

well, I wonder if the usage of trademarks legally allows them to restrict usage of a verb form of their trademark? at the same time, when i use google as a verb, i mean to use Google, so i'm not certain that i'm using it generically, which would be in their favor.

also, interesting point about xerox. i would think that the proliferation of to xerox as a generic verb for copying probably helped with brand name recognition and the popularity of their product.

I think your right to say that it is to a company's advantage to have consumers use their brand name as the generic word. Just like when we ask someone to give us a nasal tissue, we actually say "Kleenex" regardless of the brand.

I'm sure there are sufficient reasons for taking a hard line on this in writing, so they can justify any legal action later on. It's not like they sue any one for "verbing"a trademark.