Because when we think about scholarship and online research, we think about the American Chemical Society (ACS).

Or maybe not.

Story here.

Update via a Copyfight reader: Adam Rosi Kessel has an analysis of the claims: "ACS claims that it, and its users, often refers to its service as 'SCHOLAR' and that Google's research tool operates under the name and trademark 'SCHOLAR.' This is apparently how they're going to try to get around the 'house mark' issue -- but I haven't found any instance of SCHOLAR alone on Google's site -- it always appears as GOOGLE SCHOLAR. They'll likely lose on the facts on this one."