'To Google' now officially a verb

Recently, both The Oxford English Dictionary and The Merriam-Webster's Collegiate Dictionary have extended their dictionaries with a new verb. The verb in question is ‘To Google’. The definition of the verb will not come as a surprise:
“Using the Google search engine to find information on the world wide web.”
The Dutch Dikke van Dale dictionary already contains the Dutch version of the verb ‘to google’ with a more general definition, i.e. ‘to search the Internet’. As a matter of fact, the Dikke van Dale is a brand also registered with de Merkplaats.
Google is the most widely used search engine in the world, and because of its popularity, the editors of these two renowned dictionaries have dared to include the name Google as a verb in their latest editions. So from now on, it is officially acceptable to use the phrase ‘Let me google that’. The Oxford English Dictionary spells google with a capital ‘G’, while The Merriam-Webster's Collegiate Dictionary has included the verb with a lower case ‘g’.

American-based Google Inc. will not be too pleased with this development, as it could be an issue for the brand's legal brand interests. According to trademark laws, a brand name can be declared defunct when it loses its distinguishing capacity. Google’s main worry will therefore be that the public will no longer use the verb ‘to google’ to indicate a use of the Google search engine, but that it will become synonymous with searching the worldwide web using any search engine. If the brand is declared defunct, a consequence could be that other companies can then start using the Google name for their products, without infringing the trademark rights of Google Inc.

Google Inc. will presumably do everything in its power to stop this trend, for a brand can only lose its distinguishing capacity because of action or inaction by the brand holder. Whatever happens, Google Inc. will have to spring into action, although the question is: what exactly can they do about it?