Good point that everyone else can do as they please.
Moreover, this can be a big problem for the corps, and it is up to the Corp to protect their trademark and prevent everyone from doing quite as much as they please.
If people start using a trademark as a generic term too much, the trademark can be lost. There are legions of examples, starting with aspirin, escalator, dumpster, etc. [1]. So, they try to insist that it be used only the (TM) or as "Acme Brand widgets". It would not surprise me to see Google end with the same fate.
[1] Lexology: Death of a Trademark: Genericide.
https://www.lexology.com/library/detail.aspx?g=5027217f-1db2...