Oh? It's number one now? This is good news. Maybe things improved after a few folks searched that term? ;)
I think the results get shuffled more often now. Usually I'd do something like I did recently with 'raffle-coppin', it hit's number one, then stays, solid. I've been playing this game for awhile...
And yes it's easy to build a brand name using these tools at our disposal. Most don't even realize that.
looks like a fine balance of not being to ridiculous, and yet not to common. never played with it really, well never really tried to make a wide world brand.