[alexvr]

Does he not have legal grounds to sue for trademark infringement if he so desired? Just because it's not a registered trademark doesn't mean it's not a trademark. It's not like it's called "Hot Sauce (TM)" or something.

My mom regularly mistakes a nasty Texas Pete knockoff labeled Sriracha for the famous stuff.

[janesvilleseo]

Probably, but at this point he is at the Kleenex, Xerox, Google stage of brand name. He would do more harm then good if he pursued it.

[chris_va]

The Google trademark lawyers would roll over in their crypt if they read your comment :).

[alexvr]

Maybe if they saw blatant, copycat visuals (ehem, Bing), but not name-wise: I've never seen someone try to start a search engine called something like "The Better Google"