Beginning June 4th, companies and marketers in about 200 countries will be allowed to purchase rival trademarks as keywords to trigger their ad to appear in sponsor links. Say Coca-Cola decided to act upon this and buy up Pepsi keywords. That means if someone Googled “Pepsi,” Coca-Cola ads would appear in the sponsored links. So what’s caused Google’s change-in-heart to allow the buying of brand searches? Maybe their trillions in profit isn’t enough, so they needed to open up more ad routes? There’s no way to know for sure. But, if Google continues down this road, all Gray Hat SEO may become more fuzzy and far reaching. Do we really want to let SEO go the way of politicians and Wall Street?