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Must be case of trying to avoid genericizing the trademark, as has happened with 'googling' or 'aspirin' etc.? (http://en.wikipedia.org/wiki/Genericized_trademark)

Anyway, it doesn't seem inappropriate to at least make a show about trying to enforce it.

Exactly. The only way Adobe can claim that it's not generic is if they actively pursue those using it in a generic sense.

Nobody wants to be the next linoleum.

When I used to read writing magazines, the backs always had a number of paid-for messages saying things like, "You don't xerox a xerox on a xerox".

I only google with Bing these days. Though I've been hearing good things about this new google called DuckDuckGo.