Querying RDF: SPARQL ("Sparkle")

Asking questions of RDF data:

PREFIX foaf: <http://xmlns.com/foaf/0.1/>
PREFIX geo: <http://www.w3.org/2003/01/geo/wgs84_pos#>
PREFIX locative: <http://locative.net/2004/packet#>
SELECT DISTINCT ?media, ?lat, ?long, ?who 
 WHERE {
  [ rdf:type locative:Packet ;
   geo:lat ?lat; geo:long ?long ;
   locative:media ?media
  ] . 
  ?media foaf:maker [ foaf:mbox ?who ] .

For software developers, this interface is very close to SQL.
Results can be reformatted into application-specific formats (eg. Google Earth's KML)
Theory: How would this example change if we were plotting businesses onto the map?
Practice: How can we get small business websites to adopt this?