If an advertiser sells product parts that are integral to the functioning of the product itself, they may bid on the product name itself.
Example: A Web site sells ink cartridges for the Epson C20. Ink cartridges are integral to the function of this printer (i.e. the printer would be useless without them), so the advertiser may bid on the term "Epson c20" by itself without modifying it with words like "ink" or "cartridge".
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