A lot of forum talk has been encourages by the recent news about how Google allows trademarked names to be purchased. In one of the latest threads on this topic over at Cre8asite Forums, this trademark issue hits home.
The trademark at hand is "juno". Juno to most American's is a popular low cost Internet Service Provider. But in the UK, Juno is a popular records store. The trademark issue here is not really applicable because both are valid trademarks. So when you do a Google Juno Search, they Juno (The ISP) has a right to buy the AdWords.
The thread gets deep inside the still hazy area of online keyword purchasing and trademark infringement. Check out the thread named Adwords and Company Names.