I came across counter googling in an interesting article on Trendwatching.com about businesses using Google to research customers and better tailor their offering to their needs.
This isn’t by looking at keyword analysis or using Google Trends, but doing a Google search about the actual customer. Google then becomes a kind of ad-hoc CRM solution. Trendwatching label this counter googling.
An interesting example they cite is “The Bel Air Hotel in LA already Googles first-time guests upon arrival, based on their reservation details (name and address), leading to personalized services like assigning guests a room with morning sun if Googling shows the guest enjoys jogging early in the day (source: http://blog.outer-court.com).”