Where is the law going re: use of trademarks as keywords for website advertising?

Cathy Cowin, Peacemaker, asks, over on LinkedIn:
See my update at Resources Page at cowinlawfirm.com re April 3, 2009 case Rescuecom v. Google and please comment on where you think the law is trending (or should go) regarding the use of trademarks as keywords.
I'd like to see you all participate. See the original questions, and answers here.

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