I know there are already firms that do online history scrubbing of people who get some warning that they're about to be entering the public eye, but that kind of thing is probably going to be a major growth area. Even if there's content out there that's beyond one's ability to clean up, just being forewarned/reminded of its existence could be an advantage.

I could definitely picture political parties and businesses being willing to pay $$$ for an internet presence dossier as part of their larger candidate vetting process.