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@Greenbank
Yeah, what's the surprise?
1) Sigma have obviously bid for the "Wiggle" google adword.
2) Adverts are sometimes served (you don't get to buy an absolute monopoly on sponsored terms), and when they are they're served at the top of the results and labelled as "Sponsored".
Companies bidding on competitors terms on google has been the way Google has made a billions via adwords. Random google link: https://www.clairejarrett.com/bidding-on-competitor-brand-names-on-google-adwords-pros-and-cons/