Apple buys ads on competitor's keywords (techcrunch.com)

Isn't this common? I feel like I see this everyday and it doesn't seem like an issue. Dell (or whoever) could do the same and probably should.

A smart tactic to be sure. However I do find it odd that it is Apple doing this as opposed to Dell or HP. I'd argue that more people have heard of the iPad than have heard of the Streak. Take a look at google trends for example: http://www.google.com/trends?q=Dell+Streak%2C+Apple+iPad%2C+...

Being in the dominant position I wonder how much Apple gains from this. Dell and HP though should definitely start doing this to raise awareness of their products.