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Rick I think for you to really open some eyes, you will have to move alittle bit harder and stronger. Like Lars said, you can sue 100s but there are 1000s waiting to grab that spot, and google seems to be putting you in the back-seat while others benefit off of your name. I mean common now, GOATCX is second on the list -- that's reason enough to break some fingers and make the little fuckers cry.
My advice to you is take this up with google directly, do alittle pushing while hinting legal action. When you think about it, you will pretty much have world wide media coverage if you act on this in the propper way -- that alone will be worth the time and sweat.
-Make sure you are logging those google bots, and where they are crawling.
-Setup a propper robots.txt
-do a few adwords tests
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