What's the 411 on Goog 411?

[hat tip: Joe]

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A friend of mine has asked me to spread the word that we are looking for a missing person, Joe Sjoberg (pronounced Show-Berg). He is probably in the upper Midwest somewhere.
He's known to his students and fans simply as "Dr. Joe," but then Joe Schwarcz, professor of chemistry, has always kept things light, uncomplicated and a little magical, especially when pursuing his challenging goal: demystifying science for young learners and the public.

So, do you think that they list all the businesses in your area, or only the businesses that paid Google for advertising?

It seems to be pretty inclusive of area businesses. It's the same backend as Maps, which uses web and directory information to find businesses.