Russian search and advertising firm Era Vodoleya has filed a lawsuit with the allegation that Google’s contextual advertisement is in violation of a 1998 copyright.

The suit alleges that Era Vodoleya invented contextual advertising in 1997 and later began using the patented technology in 1998. The suit also claims that Google’s implementation of the technology did not begin until 1999, which demonstrates clear and willful infringement.

While inquiries with Google’s Russian arm reveal that they’ve not been contacted, representatives from Era Vodoleya have indicated that they will continue to request settlement talks until the spring. Should the case go to trial, current estimations are suggesting that the Russian firm will ask for up to $3 billion in damages.

More skeptically, some analysts are suggesting that the maneuver is a veiled attempt to draw attention to the fledgling Russian search market. Some are going so far as to outrightly declare the entire process as extortion for media exposure.