I don't think it would be that big a deal. Obama would probably be the most searched person in the database. People would search their elected officials and celebrities. People would most likely end up using it for more than just firearm sales.
I see your point. It will be interesting to see if truly anyone can use the system for any reason. There might be privacy issues that prevent this. Another thought is that anti-gun activists could crash the system by flooding it with calls.