Trademarks aren't patents
Trademarks are partly for the protection of the consumer (but also help the owner). Think of buying a camera on Ebay. If some tries to sell you a Cannon camera and you think you're buying Canon. Trademark means that if they are 'passing off' the fake Cannon brand as Canon then the seller can be sued. It allows consumers to make mistakes but still get the brand they expected.
Now of course IP lawyers, being lawyers, try and use the law for extortion. However, the law on trademarks isn't that bad and nowhere near as mad as US patent law. US companies do register their tag lines but "The best a man can get" being registered is the whole phrase - not words, since you can't register generic terms and you have to look at the categories for registration. You can't register the single word 'best' for instance in any category.
Not so long ago there was the story of a Russian who thought he'd brought the 'patent' to some word or other, clearly sold a trademark by an unscrupulous lawyer who should have known better, so if you don't know the difference between Trademark and Patent, I'm sure there is someone out there who'd be pleased to take your money.
This on the other hand is a plain FU by Google.