A new era in SEO?

It's all competition really. If Marks & Spencer provide similar services to Interflora then why can't people have a choice on who they click on for that search term?

I don't think this is the only case of this happening either.
 
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There have been a number of cases of companies protesting about others using their name as taget phrases of an Adwords campaign, but while Google allow it the complainants will continue.

I guess as the pervieved "victim" of one of these cases it's often easier to go after the bidding company that after Google themselves!
 
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