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.