I suspect the people behind this technology are underestimating the people behind search engine optimization techniques what they just may do. :)
I think it will be too easy to manipulate the results. I can kind of see how it could be done already after just looking at a few searches. With Google focusing on links from authoritative sites, it raises the barrier to entry, especially for competitive terms, and keeps out some of the riff-raff.
I entered the topic for one of my sites and somebody else's picture showed up. Where are they getting the images from?