In the latest edition of speculation and hyperbole over the search advertising company and its impact on society, we consider the prospect of one nation, under a big G, with information and access for all.
report. Get enough case law built up in your favor, establish enough precedent to make future litigation over a particular point of law overwhelmingly on your side...isn't making the law parallel to your business operations similar to functioning like a government?
If you don't believe in the importance of case law, look at how many companies incorporate in Delaware, and hire someone in Wilmington to be a contact person just to fulfill the requirements of Delaware's articles of incorporation.
Google believes in the importance of law. It is a powerful means to an overarching end, as far as Trademark law as it is currently written clearly prohibits using someone else's trademark in an advertisement for your products or services (on a billboard, a newspaper ad, or TV or radio spot).
Rescuecom believes that as advertising on the Internet is a two-way communication, typically initiated by the consumer who types a search term into their computer, it is reasonable for the consumer to expect that if they type in a specific trademark, they find that trademark.
If you go into a store and ask for an Apple iPod, and they bring you a Sony Walkman that looks kind of like an iPod (because they are being paid by Sony to do so), with no indication that it's not an Apple, clearly this misrepresentation would be unacceptable. Other search engines, such as Yahoo, recognize this legal and moral principle and we are hopeful that the Court recognizes this as well.
Rescuecom already lost the first round with Google, but has the case on appeal. Milman also noted that Rescuecom's natural placement in Google's search results does not appear to have been impacted negatively since the case has been filed. Corporate expansion has likely increased Rescuecom's rank within Google too.
The law is with Google, and they are aggressively working to make it more so. Instead of paying off settlements to end lawsuits, Google fights those suits, with each victory bringing one more bit of case law, one more scrap of precedent, to their favor.
So maybe it can be said that Google governs information by law, with the law at one remove from the company's operation. Google controls infrastructure to a point; the many 
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