Go to Google…. type in Washington Capitals and what do you see?
A nice batch of editorial listings all on the left hand side. All driving traffic to media sites. Those media sites then turn around and resell that traffic as advertising.
And then 8 paid listings on the right rail. All bid up by third parties, all using our trademark. In fact the bidding gets so high that we at the Washington Capitals CAN’T afford to buy the space.
Google sells the ads and makes money all using our trademark.
So we build the brand, we generate the interest from fans and everyone makes some dollars but us 
.Worse thing is many or most people think the ads on the right are generated by us. And they are not.
Is this “doing no evil?” by Google just saying…. this isn’t feeling good to me.
