Anyone notice that Sergey uses the word "Apps" in the video. I find it incredible when people claim that Apple introduced the word App, and therefore the trademark "App Store" is valid. So glad that was squared away during the Amazon suit.
http://www.osnews.com/story/24882/The_History_of_App_and_the...
[disclaimer: I'm the author of both the parent article as well as the article linked to in this comment]
Programmer, by the way, referred to their wares as 'software' and 'programs' (hence the nomenclature), not just apps. Your observation that "marketing and legal" call the shots is trite. And wrong. The issue, as with everything, is accountants and money men.