Incorrect

"While hoovering it occurred to me I should google the hottie who'd IMed me earlier to see if she was real or just spamming me".

Correct
"While performing cleaning activities using a dust-filtering suction device it occurred to me I should avail myself of the services of the leading (according to INSERT SOURCE HERE) search engine Google to ascertain whether the hottie who had earlier transmitted a communication via a person-to-person messaging protocol to me was in fact sending me spicy luncheon meat produced by the cool people at Hormel.

the "10 duotrigintillion" seach engine company
hmmmm .... change the spelling of a number and trademark it!

Google's attorneys are just doing what's necessary to protect the the "Google" trademark. If a brand name becomes part of what might be termed the "generic vernacular" ("band-aid" for sticky bandage, "jello" for gelatin dessert), the owner risks losing trademark protection.

Leaf through back issues of magazines like WRITER'S DIGEST and EDITOR & PUBLISHER, and you'll find corporate ads that convey the same message as the letter from Google's attorney did. I remember seeing a Caterpillar ad that asked writers not to use the term "Caterpillar" when referring to non-Caterpillar bulldozers, tractors, etc.

I'm all for the protections ... believe me! The problem I see with this one is how the name developed. "google" adapted from "googol" and the term having been part of the venacular in some circles to represent what it means ... a really big number! Company bases name on the already semi-popular term using the inference that they do things in "really big numbers", term becomes accepted as a verb refering to the purpose of said business and then they complain ....
could have been "gazillion" but it has more letters ..... Said company doesn't loose - but gains from common usage

Shrimp happens! (TM)

"Inappropriate: He googles himself."

They can all go google themselves far as I'm concerned.

If you think google is severe about it, try it with Caterpillar and let us know, eh? They don't play.

Yes it seems silly and prissy, but Google is a valid trade mark and they are obligated to do this. End of story.

"google" adapted from "googol"

Precisely. The name isn't a generic "googol," it's the invented trademark "Google." And to keep "Google" from becoming a generic word like "googol," the lawyers need to make a good-faith attempt to protect the trademark.

As Jomaxx says, "Google is a valid trade mark and they are obligated to do this. End of story."

Appropriate: I ran a Google search to check out that guy from the party.

Inappropriate: I googled that hottie."

Simultaneously fixing both trademark and gender stereotyping issues! Gotta love it... those attorneys have a sense of humor lurking somewhere underneath their cold exteriors.