When is the suing going to stop?

Honestly I thought lawsuits were only done by money hungry Americans.... Apparently not, google is being sued because of the sponsored links on the side of the search results. A French man is suing google because when he typed the name of his business his competition's up in the sponsored section. Why does this really matter and why did he win? If someone paid to have their site on the right hand side of the screen then so be it. It would be wrong if they did not have his website on the search results though.