Interesting... and I agree with you, the potential is there and has some awesome market research implications. I guess we'll just have to see if it catches on with the masses!
Also, I wonder if the creep factor will discourage people from sharing as freely as they currently do on FB. For me, I've already gone through and deleted the majority of my "likes" and personal information and cranked up the privacy settings. I don't want to show up in people's search results, even if they are my friends!