People are going to try and game the system as much as possible for self-benefit. You are going to really see the effects of this when Google + releases it's business profiles. I personally work in the vacation rentals industry, and the things people do to try and get people's business via social networks is disgusting. misleading and unethical.
An immediate example:
An advertising company located in Myrtle Beach, SC actually setup a Facebook page claiming they were the "official Facebook page of Myrtle Beach, South Carolina". So, when people were searching on Facebook for Myrtle Beach, they came to this page thinking that it was ran by the city of Myrtle Beach.
Little did these fans know, that this website is being ran by an advertising company that is representing Myrtle Beach as THEY see fit, and actually charging local businesses in the Myrtle Beach area to advertise on that Facebook page on a "cost per fan basis", and we're talking about a website that has over 300,000+ fans.
So, if a fan of "Myrtle Beach" asks: "Hey, I'm looking for a condo in the area, who should I rent through?", the advertising company would only refer that fan to either:
a) Their own external website
b) A website of a local vacation rentals agency who paid them for promotion.
It's behavior like this that has made me absolutely hate Facebook, which is a major reason I've heavily embraced Google +.