The Word text processor was already ungoogleable before there even was Google. This lexicographic landgrab not exactly a new phenomenon. Within platforms like

The Word text processor was already ungoogleable before there even was Google. This lexicographic landgrab not exactly a new phenomenon. Within platforms like Apple OS it's a very powerful tool: if you give your app for doing something a brand it effectively admits that there could be other apps, but if you don't that is easy to forget.