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Consider:"Bing google engine, for all your googling needs. If you ever need to google something, use Bing!"

This video is 2 years old now, but still pretty funny:

http://www.collegehumor.com/video/5072264/googling-with-bing

Because you can lose legal muscle behind your name if it becomes such common use that users might use the word without knowingly referencing your company's brand.

Kleenex is the staple case.

Q-Tips are another one, IIRC.

Or, of course, Spam (but Hormel has been enlightened on the topic so it hasn't been a legal issue AFAIK).

Another classic one is Band-Aid.

thermos.

kerosene.

xerox. (fedex?)

So the problem is that you can't prevent others from using it?

It would be an interesting case if Google ends up becoming a legally generic term for search engine. Would the company end up changing it's name? Would there be Microsoft Google (formerly Bing) and Google Google?