All it will take to stop it is for NWBO to contact Google AdWords and state their tradmarked word is bieng used by others. All accounts trying to use it will be blocked from doing so. I know this because we used to use a certain word in our ad campaign many years ago and one day we suddenly were informed by Google Ads we could not use it anymore as it was tradmarked.
As Les is a lawyer, a quick phone call followed by a strong letter to them should do the trick.
I searched Google for dcvax-l and no Optune results appeared. I then searched DCVax-L and Optune’s site appeared at the bottom of the list of results. Also did the “DCVax-L” and got same result. I did it on my work computer and I know I never searched for Optune on this computer. So, the are definitely keying in on that AdWord.