So...
This just happened...
Seems Google made some magic with the dialer/contacts app. We ordered take-aways from Ed's Diner in Centurion (just want to say their service is next level!) and I somehow managed to forget a part of my order when I left. So the manager rings me up and enquires about it. He tells me he'll give me the order next time we go there for lunch (this is the awesome part, most managers/staff would have just left it and the food would have gone elsewhere and I would be out of pocket- my own stupidity but still...).
So this is where it got interesting. The Nexus served up the restaurant name, number and other details when the call came through- and I double checked, I don't have any sort of business card or contact saved for them. Seems they must have a busniness directory or something that they query- I assume it's part of Google Now integration.
Just a bit of useless info, but it's very convenient, and a bit surprising.