Yea, definitely brands may benefit; however, if we're saying the people who benefit from this is primarily the Oscar Mayer PR chic, and a couple middle-men ad networks spying on all our conversations, as the lick their lips on what shit they can monetize, wouldn't people catch on after a while?

Relevant search is a long-term value because it solves problems (e.g. you query "how to fix [insert nature of problem]")

Real-time search is basically a voyeuristic tool for brands?