 The company has been prosecuting significant litigation against GoTo.com (Now Overture / Yahoo - The first to bring on Pay for Placement on a search engine) on the issue of whether the use of a trademark as a paid keyword in search engine advertisement constitutes trademark infringement.To be brief, Goto.com (Overture) was selling keywords such as "JR Cigars", "JR Cigar", and other variations of "JR Cigar" to competing cigar retailers - thus "illegally diverting traffic" from a trademarked name to other sites.In the latest decision, the court held that GoTo had been making a “use” of the trademark “in commerce”, but concluded that it was unable to grant summary judgment on the issue of infringement, so that a full trial is necessary.