Google Ad Sense terms change. What’s the big deal?

Recently Google has been in the firing line for a change to the terms of use to their Ad Sense advertising network that will allow people (possibly competitors) to bid on other people’s trade names. Indeed, at the Travolution Awards, one poor chap from Google practically got lynched despite coming to talk about something completely different. I found that very annoying as what he was trying to talk about was quite interesting. 

I really dont see what all the fuss is about. Its early days for this change, and yes some bidders are paying as much as £2.50 per click on trademarked names. So what? If you think you can make money by paying £2.50 a click for visitors who were looking for someone else, then go ahead and try! Good luck to you. However, I suspect that most will find it not cost-effective and in a couple of months, things will be back to normal.