https://arstechnica.com/tech-policy/2017/08/supreme-court-asked-to-nullify-the-google-trademark/

Is the term "google" too generic and therefore unworthy of its trademark protection? That's the question before the US Supreme Court.

Words like teleprompter, thermos, hoover, aspirin, and videotape were once trademarked. They lost the status after their names became too generic and fell victim to what is known as "genericide."