Interesting point I hadn't heard mentioned before:
http://www.revenews.com/bradwaller/archives/002868.html
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They say that about half of all search budgets are for a company's branded (and often trademarked) keywords, much is "wasted" because the users are trying to find the company's site anyhow....since many of the users who search for your branded term are looking for you anyway, you are paying for a "glorified Yellow Pages listing
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