On Holiday Group was not expected to be given much time before Google came down hard on the company for brand name infringement over the Google Bypass project.
The initiative is a social media-driven affiliate scheme that allows Facebook and Twitter members to circulate links to travel deals around their networks and, in return, get a commission (£25) if someone books a holiday.
The name of the project, Google Bypass, would probably pass over the heads of consumers as many would either not care or understand the reasoning behind avoiding paying advertising fees for keyword buying.
So the title was clearly aimed at an industry all too aware of how much the search giant makes from travel companies during the purchase cycle of a product.
Co-founder of Travellerspoint, Sam Daams, gave the project less than seven days before Google stepped in.
But why would it?
Well, Google has a dizzying array of guidelines about using or playing with its protected trademark. Such names as Googliscious, Googlyoogly or GaGooglemania are given as example names not allowed.
These examples given nothing away about what might be behind the service, unlike Google Bypass (it's hardly the name of a road dedicated to the folk at Mountain View), thus the predictions about the longevity of such a flagrant and pointed breach of its trademark.
Google, of course, might just be weighing up its options or simply considers other litigious matters such as its review by the Department of Justice over the ITA Software acquisition in the US rather more important in the grand scheme of things.
Or perhaps Google just hopes it'll go away.
Nevertheless, Google is aware of the Google Bypass initiative, acknowledging a query late last week with a short but courteous: "No immediate comment from us."