We have almost never bid for our company name, Ozonetel, in Google. Our reasoning was that since anyway we show up as the first link it would not matter much. We have also never bid for a competitor's name.
But a lot of times some competitor or the other has bid for our name. We are generally ok with it. But one time, a competitor used our name in the Ad copy and we complained and that got removed.
And there were a lot of falsifications in the landing page so we came up with our own landing page :), http://ozonetel.com/ozonetel_versus_onpremise.html
But what has been your experience? What do you guys think is right? I somehow feel unnecessarily startups are bidding on competitor names and the only winner in all of this is Google. What if there is some sort of Startup pact so that this bidding war is avoided?