"Psst. Hey, if you give me $1,000 I'll make sure the next 100 customers trying to buy an LV bag get to your site instead, where possibly no LV bags are sold, although similar products are available for sale."
Of course, that's not Google's intent, but it *is* what happens. Company X is profiting from LV's trademark. LV spent huge amounts of money to build that mark, and it is common in Europe to disallow mention competitor's names or marks in advertising, let alone attempt to divert spending power by redirecting customers.
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"Psst. Hey, if you give me $1,000 I'll make sure the next 100 customers trying to buy an LV bag get to your site instead, where possibly no LV bags are sold, although similar products are available for sale."
Of course, that's not Google's intent, but it *is* what happens. Company X is profiting from LV's trademark. LV spent huge amounts of money to build that mark, and it is common in Europe to disallow mention competitor's names or marks in advertising, let alone attempt to divert spending power by redirecting customers.
Far too few people got this reference.