Hi all.
Once again, thanks for the insight.
I fully respect the amount of time and money any company or individual puts into their IP, and it is only right that they should protect that. 5 years research - wow! This is why I always use genuine software (which is often swimming against the tide).
I've been on a seminar arranged by the UK patent office for small business advisors, so I'm pretty clued up in the main, but it's not always the same over the pond. The Formica example is interesting but it doesn't apply IMO. They let the word become associated with something not their product. SU is SU and no-one's trying to label "sketchy" software in general as "sketchup".
Looks like the way forward is to build up the site so that G can see what I'm doing and if it's a competitor or a benefit to them. I think it'll be a benefit which is why I was surprised at their stance. Kris may have hit the nail on the head with his comment:
"and of course if you ask Google what they think, they are always 100% of the time going to say no, and protect their trademark or copyright."
In the meantime I'll keep the URL parked.