The article says, "Google's conduct involved the use by an advertiser of a competitor's name as a keyword triggering an advertisement for the advertiser with a matching headline,"

I interpret that as, the advertiser defined the competitor as the keyword and that is Google's fault for not preventing it.

Isn't that the end goal of most advertisements (overtly or not)? Tempt a captive audience away from the alternative? Clearly I'm not familiar with nuances of advertising laws (particularly abroad). Interesting article nonetheless.