That was hypothetical: I'm thankfully not in a position to get stuff published publically enough to have trademark lawyers bash me, though New Scientist has noted being bashed by Google's lawyers to such a degree that they now call it 'a famous web search engine' rather than use its name anywhere in the magazine -- and that was regarding references to using Google itself, so a plain permitted nominative use, and even then the lawyers wouldn't go away. The case I know most about involves Portakabin and Private Eye. (Being Private Eye, their response was side-splittingly hilarious, at least to sad cases like me. A summary is here: <http://adammacqueen.blogspot.co.uk/2007/09/portakabin.html>.)