I thought the method was to change your name to something extremely common, like "Janet Brown." A variant is to take the name of some celebrity, so that all the search results are for him or her.
What's not fun is hearing promos about upcoming interviews of your namesake on the radio and stressing out because you were unprepared for a conversation with Terry Gross.
On the other hand, the business owner is in the tech space and apparently an early adopter, as he always seems to take the lastname and/or firstlast name, so it's not all roses.