Googling a word?

DFA mark
DFA mark

Google in bid to boost business and revamp its outreach to small and medium business owners; announced a set of new ads that would allow merchants and traders to list their businesses under the new Google places. This was its previous local business center that has got a new, revised look from Google.
That’s not the only thing new about it, as recent as April 16, Google filed for as many as 6 trademark applications. The mark DFA was applied under the class of goods and or services, with description; “computer software for administering online exchanges and online auctions for buying and selling advertising, for matching buyers and sellers of advertising, for tracking advertising performance, for managing, distributing and serving advertising, for analyzing advertising data, for reporting advertising data, and for optimizing advertising performance.”

What is strange is this application bearing serial number, 85013125, has a counterpart in 85013118 which was filed with description;  “Internet advertising services; providing online exchanges and online auctions for buying or selling advertising; advertising services for matching buyers and sellers of advertising, for tracking advertising performance, for managing, distributing and serving advertising, for analyzing advertising data, for reporting advertising data, and for optimizing advertising performance; creating and developing advertising materials campaigns for others; advertising and marketing consultancy services”.
So if Google wanted to trademark the same term, why not file it as a single application with two classes of goods and services instead of two separate applications. Would this mean more leverage once the marks are examined? Would Google be looking at broadening its scope of these applications under other related classes so it can play virtual trademark monopoly?

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