Did You Mean: XXXXXX Google Results
Discusses a the spelling suggestions offered at the top of Google results.
You can see it by searching on a misspelling or on some brand names.
The new ego search is when your brand is popular enough to come up in the did you mean results.
For example try http://www.google.com/search?q=rusty%20brick which should be one word and not two, Google knows it and has for a while.
The Huckabuck Ego
I've never really considered my Web ego until I launched Huckabuck.com. Building a brand is difficult, but you can get by at first without it. However, not being recognized in a search engine for your name, especially a funny little name like "Huckabuck" is death.
I typed "huckbuck" into Google since we see that misspelling a lot, and Google suggested "huckabuck." Thanks Google!