I was just looking for garmin's basecamp a couple of weeks ago and caught myself mid-type, realizing that simply searching for "basecamp" will find the IT company.

My brain did a pre-google.

Garmin Basecamp is the 2nd results in DDG for "Basecamp".

I get https://www.garmin.com/en-US/software/basecamp/ as the first result when I search for 'Garmin Basecamp', so I'm not sure what your point is.

I'd also argue that Basecamp (the service) is more known than Garmin Basecamp, _especially_ in these circles, DHH is definitely not some 'no-name' :)

My point is that Basecamp does not have a just claim to be no. 1 when you search for the term basecamp.

Which isn't the point of the initial complaint from Basecamp, their point is that they _are_ the number 1 search, but even being the number 1 search places them below several spaces advertising for 'Basecamp'. If Garmin were the number 1 space, perhaps the argument would hold less weight, sure :)

They are not number one for me. Nor is Garmin. A nonprofit organisation working with student living spaces are no. 1 for me. No one is owed any position on google results, as they are not universal.

The point is, when they're the no. 1 result, they're kind not because there is two or three competitors that shows up as ads above the search results.