IN THE COMMENTS: Drew makes a stunning point:
I don't know about the rest of y'all, but when I go to "google that hottie" I go to google.com and type in her name.
Google's success and thus popularity is in their superiority to the competition. The verbification (I apologize for my english) has only served to increase their popularity.
Google is crucially different from other products, like Xerox, that had good reason to work hard protect their trademarks from becoming generic. The only way to do what the verb expresses is to go to a website. The way to get to a website is to use the name. If everyone says they're "googling," everyone goes to Google. They don't happen to go somewhere else to "google." What competitor would even want to trade on the name Google by saying come to our site to "google"? It would just send people to Google. As long as Google has the URL "Google," it benefits from everyone using the word.