That pesky trademark issue!

It seems that Google trademark issue that is creating heartache this side of the pond went down smoothly when it happened in the US four years ago.

Or, so Google's Rob Torries would have us believe!

He plays it down massively and even invites us to talk to some of the big brands in the US to see how it worked out for them.

And, yet he warns of big change for everyone.

Lastminute's chief executive Ian McCaig makes an emotional plea for some explanation of the move.

"There is an awful lot of disappointment, hurt and pain - not only in what you are doing but how it has been done."

McCaig predicts it will cost his business a seven figure sum in Euros a year!

Addressing Torres, McCaig says: "Your own trademark you defend with passion and vigour so we feel a strong compulsion to do the same."

And, Torres reponse is that he 'hopes' it won't cost as much as that and that it's all about relevancy and getting rid of the rogue ads that clutter the service.

Linda Fox, lead reporter, Travolution