I say that self-searching is definitely worth a try - see what Mr Internet thinks he knows about you, it's bound to be an eye opener. The backlash section is written with this sort of search in mind. I'd love some of the people, who have given me terrible service, to find out what I say about them outside of the formal complaint structure they build around themselves. It is for this reason that I often give full name and contact details for the muppets I complain about . Take today's example - I'm complaining about an IT reseller that I've decided not to use - he needs to repeat the following mantra: "Illiterate emails, cost me sales". Perhaps he will discover this if he ever finds himself here.
In some cases, full names are simply published because they came to mind when I was writing. I worry about unintentionally causing embarrassment, which is why I'll try to be sensitive if anyone complains that something about them, in one of the fun sections of this site, is causing offence.