Basically arguing that the Canadian company that owns the domain name Groovle.com is infringing on its trademark rights by confusing customers in the marketplace, Google attempted to domain jack one more domain yet again. However, Google didn't end up in the domain winner's circle, but took it on the chin instead as the National Arbitration Forum did not agree with their core argument that the domain name Groovle.com is substantially similar to the Google trademark.
While there are some in the blogosphere that feel that the arbitrators got this one wrong; I disagree. I agree wholeheartedly with the NAF because Groovle.com is not Groogle.com. If the latter were the case, then I might feel differently about the outcome of this case; however, since it's not the case I don't think Google prevails in this arbitration. It may seem unfathomable that the arbitration board would decide this case based on an one letter distinction, but I agree with this decision. Just because two words look a like does not necessarily mean that marketplace consumers will be confused. After all, Google is Google, and Groovle is well Groovle.
Levine's discussion of the Google.com v. Groovle.com decision.
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