Brave Search, as it'll be known, is billed as the "the first private alternative to Google Search", with a completely independent index and a no-snooping guarantee. It believes there's demand for a platform that does not track searches or build profiles of its users. But Brave, a web browser dedicated to the privacy of users, has announced a plan to do exactly that. So, given Google's massive dominance, you might wonder why anyone would bother launching a competitor. Its nearest competitor, Bing, has a mere 2.6 per cent market share. It may not be quite a monopoly, but the platform handles 92 per cent of the world's search queries. But when a US court ruled in 2017 that Google could keep its trademark, its reasoning was clear: people don't use "Google" to mean any search engine. Google, however, isn't keen on us doing this after all, history provides many examples of companies that lost trademarks when they lapsed into generic use (aspirin and trampoline among them).
That's hardly surprising, given that it's more convenient to say "Google" than "use a search engine", and everyone knows what it means. The word "Google" started out as a proper noun, but it ended up a verb.
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