Infinitive verbs: to hoover, to xerox, to google

Stephen Baker

Criticize Google all you want for knuckling down on inappropriate use of its moniker. (ex Rubel). The crackdown makes it look like a company that's forgotten how to laugh. And no doubt the outfit so brilliant at ferreting out information will have a much harder time controlling it. Still, brand names that become verbs don't always pay off in the marketplace.

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