I saw it when a business for which I did some work would have customers calling from their competitor's lobby saying, "This stupid receptionist doesn't know about my appointment, what do you mean I'm in the wrong place, I put your name in the phone google?! Screw you I'm going to just get the work done here!" Google/Maps/Android had customers driving past the business for which they had searched by literal business name to some other business that was spending more on Adwords for that literal business name.
I saw it when a business for which I did some work would have customers calling from their competitor's lobby saying, "This stupid receptionist doesn't know about my appointment, what do you mean I'm in the wrong place, I put your name in the phone google?! Screw you I'm going to just get the work done here!" Google/Maps/Android had customers driving past the business for which they had searched by literal business name to some other business that was spending more on Adwords for that literal business name.