But then Lush could take them for damages after spending money on advertising promoting the new URL. Google are in a tough spot, but in all honesty, there's no "algorithm" that would randomly reassign a URL. That was manually done after a complaint where Lush stated that the original owner was squatting on their established brand name.
Google told the BBC that it’s not in a position to give the address back to Matthew Lush
That, my friends, is a bald-faced lie. I will bet everything I own that there is a person at Google who could change this with a few keystrokes.
But then Lush could take them for damages after spending money on advertising promoting the new URL. Google are in a tough spot, but in all honesty, there's no "algorithm" that would randomly reassign a URL. That was manually done after a complaint where Lush stated that the original owner was squatting on their established brand name.