Yep, I'm aware of it. It's not new at all.
Since more than a year, I've noticed that some of our competitors (Codeaero, Collectorz, etc...) use Google Adwords to react to the word "coollector".
I guess it's some sort of "consecration" for our program

But placing the word "coollector" in their own ad, like Codeaero is doing, is probably illegal