You say GMail, I say GoogleMail

The BBC has this statement about the on-going dispute of the use of the term "Gmail" in UK and Germany:BBC NEWS | Business | Google drops Gmail address in UK: "For now, though, Google will not be able to promote one of its most high-profile brands in two of Europe's largest economies."

But what sort of "promotion" is Google doing? It seems to be mainly word-of-mouth, so this is not really an issue. Are there any technical limitations caused by this dispute? If not, no one will care.