They may not be able to call themselves by the competitor's name, but what about the "alternative to <company>" that we see a lot. Furthermore, Google will "dy

They may not be able to call themselves by the competitor's name, but what about the "alternative to <company>" that we see a lot. Furthermore, Google will "dynamically" assemble an advert based on the current search to 'optimise' click-though (and they recently sent a mail out making it clear this will be the only type of text ad going forward) They think they're optimising "click through" rate. But what they're really doing is using heuristics to find the advert that's most likely to be confused with the top search result. Either way, the ad platform wins. And companies pay their protection money.