Google Trademark Policy Revision - How we are effected?

Google today rolled out the revised version of its Trademark policy. In summary it states that Google will not monitor the Trademark keywords in Adwords from June 4 09. Any advertiser can bid on any of the brand keywords. In Google's official language its say:

Beginning 4 June 2009, Google will no longer monitor or restrict keywords for ads served to users in the regions listed at https://adwords.google.com/support/bin/answer.py?answer=144298, in response to trademark complaints. This change will bring our procedure in line with our current approach to keywords in the U.S., Canada, the UK, and Ireland.

The Effects:

• Its a good news for Affiliates. Now affiliates will easily take the benefit of Branding of big firms. They may use the brand related keywords in their adcopies to proclaim as original brand.
• The big brand have to fight for the brand claim. Instead of selling features/benefits, they have to keep a tight focus on brand visibility.
• The big affiliates will wipe out the small players, they may build several mini sites focusing on keywords/Brand. The big players will bid heavily to grab the biggest pie of market share.

Its my initial thoughts, lets wait for 4 June & observe the patterns we may see. On the other hand I will pray for Google, at least this unethical move will show up in the Google's balance sheet in the next quarter.