A Milestone?

I'm not sure how to look into this. Hasn't it become more common to use 'Googling' in place of searching? Google should be proud enough to see this success and to have set this 'terminology' into effect! And what more can they expect out of this?

Well, if you see, this word "google" got added into the latest edition of Merriam-Webster Dictionary! The word has got the funtion of transitive verb besides being a proper noun! That is like redefining something in the language of English and sure, is something of great pride. Isn't it?

NO! Because, if we read this new development with that of Google's concerns which they raised this week in their Q-10, then we know this is going in some negative direction from Google's point of view.

We also face risks associated with our trademarks. For example, there is a risk that the word “Google” could become so commonly used that it becomes synonymous with the word “search.” If this happens, we could lose protection for this trademark, which could result in other people using the word “Google” to refer to their own products, thus diminishing our brand.
-- From the report

I remember, seeing sometime back that Oxford dictionary too added the word Google! Is Google going to follow other big & successful companies. Like everyone knows Band-Aid is no more a brand! Likewise, Xerox is more like 'copying' and doesn't represent the brand! In India, there is a predominant use of Cadbury's to represent any milk chocolate, though the brand value hasn't been lost yet.

Or may be Google can take the path of Coke or to say, Coca Cola, because every other drink became a 'cola drink'. So, what can be the new name for Google because the use of transitive verb google is not slowing down?