4 Quotes by Eric Goldman

Some competitive keyword ad buys currently being made will be eliminated because the competitors (or search engines) decide those purchases are too risky. Stock valuations of relevant industry players should adjust downward accordingly.

Right now, e-mail providers do a lousy job of keeping unwanted content from users. Users will be thrilled to see a lot of junk taken out of their inboxes, even at the expense of legitimate messages.

This case offers the first solid data point (in the U.S.) that buying competitors' trademarks as keywords...could constitute trademark infringement.

It's a game with uncertain payoffs. The plaintiffs can keep playing, and risk not getting anything, or stop now and take a sure thing.