Geico has filed lawsuits against Google and Yahoo’s Overture. For Geico (and others), the issue is the selling of keywords associated with their company. The way it stands today, a competitor could buy those key words and lure customers.
I’m thinking about lauching a similar suit. When you search for penis enlargement on Google, Davenetics.com doesn’t even appear in the top 100 results even though this is the only site that can claim proven results.