The Geico decision has interesting ramifications. This quote from the judge ""There is no evidence that that activity alone causes confusion, " Brinkema said" seems misguided. Lots of ads for other insurers when you search on Geico?? You have to kind of squirm when you hear that. If the keyword is "insurance", sure, but Geico?? It does seem pretty clear what people are searching for when they enter that term in. Be interesting to see what happens next.