[mc32]

I think it’s fair to say we only need to consider national and international trademarks.

At least with Ads you need to attribute a competitor's trademark to your competitor.

Matt’s apple orchard may or may not be trademarked. They may be registered in their state, but not likely nationally.

The money is in the big marks. Matt is not going to bid against Apple. Matt might bid against his neighbor on generic terms or on business name. His neighbor may bid on generic terms but not on his business name. That’d be tawdry.