Yesterday a federal judge in Alexandria VA heard arguments on the Geico trademark bidding case against Google.

Geico claims that Google's AdWords program, which displays the rival ads under a ''Sponsored Links'' heading next to a user's search results, causes confusion for consumers and illegally exploits Geico's investment of hundreds of millions of dollars in its brand.

Google responded that the ad policy is no different from a supermarket giving out coupons for one product in the checkout line when a customer buys the same product from a different company.

We all await a ruling with baited breath...