An Internet search engine once known as Chmoogle was recently forced to change its name after aggressive action by Google, according to the lesser-known search provider.

Google had, apparently, formally objected to the company's name because "Chmoogle" sounded too much like Google. From Google's perspective, the fact Chmoogle is also a search engine makes it even more likely people would be confuse the two entitites. Chmoogle specializes in locating material about chemistry.

Emolecules, as Chmoogle is now known, thinks there's something much bigger going on here. It claims Google's trying to stop any company from creating a brand name that uses the 'oogle' part of the Google name. It's like the chocolate-maker Hershey's trying to keep people from making chocolate, and calling it Tershey's or Mersheez.

Emolecules notes a supposed legendary, earlier battle along these lines between Google's Froogle shopping search engine and porn finder Booble.

But how does this supposed Google oogle witch hunt explain active Web sites like Boogle; Doogle Photo seems to be going strong, Foogle, or Hoogle?

In fact, there's a Web destination for an 'oogle' beginning with nearly every letter of the alphabet. And some, like Boogle, are search engines. That means a sizable number of companies are in the same boat as Emolecules: a Google competitor with a similar-sounding name.

Are these then the  targets of Google's oogle seekers? Or just proof Google's not on an 'oogle' jihad?

The U.S. Patent And Trademark Office offers some clues. As can be seen here there's about four dozen applications to trademark a word using the 'oogle' sound.

A lot of the applications not from Google have been abandoned. That suggests there's been at least some intervention or pressure by Google, although that couldn't be immediately confirmed.

From a source familiar with what's going on comes another tidbit to consider. The source says Google's apparently been reaching agreements with companies like Boogle with similar-sound names since about 2000.

But a potential target, Boogle, has yet to hear from Google.

"Google has not officially contacted me on this subject but there are times I wonder if they will," Boogle creator Philip Olson wrote in an email. He suggests perhaps what's keeping him out of trouble is the fact the site doesn't contain ads.

A Google representative had no immediate comment.

As to why Emolecules changed its name, Chief Executive Officer Klaus Gubernator said he's not into long legal battles. So the company was renamed just a few hours after learning of Google's objections.

"We would rather advance the cause of chemistry on the Internet that thus far is neglected completely by the dominant web search engines," he said.