The Japan disaster hit. Whether you like it or not, people will help. It's generosity. It's also building goodwill among the public for better business in the future. On this front, I think Google responded perfectly to the disaster.
It launched its Crisis Response project, which consists of the people finder to help find the missing and a comprehensive Google Map with markings of evacuation zones etc. All this in Google's trademark no frills, easy to understand user interface.
I mean, you're either looking for someone or have information about someone right?
A statistician would say "on our 5 dimensional, 10 point scale, Google increased its 'Caring' score by 1.8 points and its 'Cool' score by 0.7."
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