For using the example he gives, the UK rights belong to penguin but Amazon will have supplied a Macmillan version to that person in the country where Penguin has the rights.
Penguin Books was denied its request for the transfer of penguin.org from a man with the nickname Penguin, and pop star Sting will have to find a different domain after his demand for sting.com was rejected on the grounds that sting was not his real name and was a common word.
The SEO world is in a frenzy because Google has rolled out algorithm updates, titled Penguin and Panda, which penalize websites that have been overly-optimized to game the older algorithm.