Interesting article on Trendwatching.com about businesses using Google to research customers and better tailor their offering to their needs - Google as a kind of ad-hoc CRM solution. Trendwatching label this counter-googling.
An interesting example they cite is "The Bel Air Hotel in LA already Googles first-time guests upon arrival, based on their reservation details (name and address), leading to personalized services like assigning guests a room with morning sun if Googling shows the guest enjoys jogging early in the day (source: http://blog.outer-court.com)."
Sell your Siebel Systems shares NOW! :-)