Remember when Xerox would occasionally sue someone who used the word xerox when they meant copier? Or people being admonished for using kleenex as a synonym for tissue? Or tampax for tampon? Now everybody uses google as a synonym for searching on the web. Does google not care about trademark infringment? Or do they just realize that it's a losing battle? After all, people still say xerox when they mean copier. And entities that sue to protect their trademark often come across as petty assholes.