Ego-searching (as I've always called it, before I found that Wikipedia uses the term Ego-surfing, probably because of egoSurf itself) has always been a interesting psychological phenomenon to me. So many people do it, and yet it's difficult to find people who will readily admit it.
The psychology behind it is essentially the same behind looking for your name in the White Pages, within the credits of a production you were involved in, or on a document you wrote. Ego-searching specifically involves plugging your name into Google, usually your full name in quotes, and hunting down matches that are relevant to yourself personally.
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