They say that imitation is the sincerest form of flattery and the latest tactics from Ascension Healthcare plc make no exception. As you can see from below they are bidding on ' Vitali-Chi ' as a keyword. May we take this opportunity to remind this PLC that little ole Vitali-Chi is a registered trademark. So, can you please go and pick on someone bigger? In the meantime, we are truly flattered (as they also know that Super-Eze Gel is really good for arthritis, aches, pains and stiff joints).