To google: no longer a verb

Google is trying to encourage people not to use the word Google as a verb in order to protect their brand, according to reports. Companies try to protect their brands by discouraging them from being used generically. So Google don't want you to say "I'll google that" when you mean "I'll search for that on the internet". But you are allowed to use it if you mean "I'll search for that using Google". It's a difficult job because dozens of brands have now lapsed because their use has become generic (eg: cashpoint and cellophane). An extensive list of generic and genericized trademarks courtesy of Wikipedia here.