They kind of already steer people around with maps. Looking for lunch places near my office is terrible. It's mostly larger places. Good luck if your a mom&pop shop. I've also noticed that Youtube keeps trying to steer me towards videos I don't want to watch, and I don't really have a good way of telling it to stop.
Oh man, new sinister revenue stream for Netflix incoming.
Next Google is going to realize that they can control which billboards or storefronts you drive by based on your Maps directions.