However, Google does not think this way. Some analysts believe that Google is pre-empting a possible branding issue that can arise in the future. Companies cannot 'brand' and copyright commonly used words. Allowing 'google' to become a commonly used verb exposes Google to a possibility of competitors hijacking the name and cashing in on the popularity of the word. If it does not act now, it can't do much in the future.
Have we heard this situation before? Maybe - maybe not. I always thought 'walkman' and 'discman' were Sony copyrighted words. In that, if you say "I have a walkman" it automatically meant that you have a Sony. But over time I guess this blurred out and 'walkman' became a generic term for mobile audio tape players and 'discman' just meant mobile CD players. I never checked up if Sony ever had such a copyright or if they completely missed the trick on this.
Another company, which does not want to miss this trick is Apple, which seems intent on copyrighting and de-verb'ifying the family of 'pod' words.