Get found, Convert, Analyze - Increase sales, Targeted results.
Every techie, every SEO marketer is watching, waiting to read into what the +1 is 
going to do for their business.
For real business owners, the facts are still the facts. Until I can 'see' the return on investment (what's in it for me?), I don't care, I have a business to run.
I've watched the videos, read many reports, talked with other guru's in the marketing circles. You have to give Google credit, they are baiting everyone quite well through there 'beta' marketing effort.
Bottom line: Don't buy into the Kool-Aid just yet, unless they show that jumping in will yield major push to bottom line dollars. We'll be ready? Will you?
It looks like there is certainly some value to be had, but then promises are easy to find, harder to be delivered.
Tru-Market is all about giving your online visitors the information to be educated, nurtured, and motivated to become customers, it's GPS For Business