It's a time-honored tradition with new tech, asking it what it thinks about us.
"According to a study by the Pew Internet & American life project,[3] 47% of American adult Internet users have undertaken a vanity search in Google or another search engine. Some egosurf purely for entertainment, such as finding celebrities with the same name. However, many people egosurf as a means of online reputation management. Egosurfing can be used to find data spills, released information that is undesirable to have in the public eye. By searching one's own name in an online search engine, one can take on the perspective of a stranger attempting to find out personal information. Some egosurf in order to conceal personal images or information from potential employers, clients, identity thieves and the like. Similarly, some use egosurfing to maintain a positive public image and to achieve self-promotion."[0]
[0] https://en.wikipedia.org/wiki/Egosurfing