Ask HN: Which companies are threatened by Facebook's search announcement?

If you haven't seen the announcement here's the promo page: https://www.facebook.com/about/graphsearch

And here's the Verge's live coverage: http://live.theverge.com/facebook-see-what-were-building-event/#/

It's a big bet that Facebook can get people to change behavior and search on Facebook. That said, one could quickly see people looking for hotels, friends in cities, restaurant recommendations and movies.

What's the fallout?