Magpie Brandwatch

I've just stumbled upon this service, Magpie Brandwatch. As an engineer by training, nothing quite appeals to me more than a good looking chart, but I'd like to ask a question of anyone who knows more about these things than me... How do they disambiguate brand names?

In other words, when looking for commentary about Apple, how do they differentiate between Apple and the type you eat?  What if you were trying to track where people are talking about Creative.  Great brandname; very very difficult to disambiguate.  Virgin? Next?  Palm?  Shell?  Gap?

And if anyone has tried Magpie Brandwatch, it'd be good to hear what it's like.