Google at risk to loose its trademark

Yesterday the term 'google' was entered officially into the English language. The problem is that Merriam-Webster this wee announce the entrance of the word as a verb with the lower case 'g.'

Google in term release an announcement this week notifying of their fear to loose their trademark to the English Language. The worst has happen, the verb to google is now synonymous with the action of doing a search using an internet search engine. This is the equivalent of what happened to Coca Cola. Coke has now become the synonym for a cola soft drink. When you enter into a restaurant and order a coke, often time they give you a Pepsi, Dr. Pepper, or otherwise.

The bottom line is that to retain your identity, you must discourage your company name from being used in everyday language. This is a catch 22 situation though. You want your company name to be known, you want people to use it and talk about it with others, but at what point do you want to avoid crossing the line, that's up to you. I don't think google will suffer or loose visitors, but the English language has now evolved. What technological idioms will come next?