With Google Adwords I can bid on "Apple", "Wii", "Star Wars", "Microsoft", "Salesforce"...etc.. Whatever I want as long as it's relevant.. It's a keyword right

With Google Adwords I can bid on "Apple", "Wii", "Star Wars", "Microsoft", "Salesforce"...etc.. Whatever I want as long as it's relevant.. It's a keyword right? Am I missing something?