File this under "new for me".
I was tempting to re-create AdLand.tv's alarming suggestion that Google is revealing Twitter direct messages in the search results and so searching on my name. It's been a while since I've done that. I'm sure we all do; but I'm also sure most of us reach the "I don't care" point fairly quickly.
The search result I generated put my profile, along with an edit profile button, above my starred results. Clearly this is a way in which Google can really encourage people to fill in their profiles, join up their social connections and provide the search engine with all that data.
I think this approach will be very successful as a tactic.
Out of interest; I'm not yet able to re-create Google including DMs in the SERPs.