EBay test of paid search effectiveness

It seems like the obvious thing to do when you first start advertising - to bid on your own company name. But the money is probably not wisely spent when you wind up being the #1 natural listing anyway.

For eBay, Walgreens, Amazon, etc to bid on their own name seems like a complete waste of money. Anybody searching for one of those company names is just probably being lazy and typing it into google instead of the url bar.