As a computational intelligence / soft computing geek, I always get excited when these technologies are applied to real life problems.
Having spent decades in solving control, prediction, evaluation, and decision support problems in aerospace, geology, educational psychology, construction, economics and the like, it was good to see this work in using genetic algorithms to partner collaboration cost structures: http://www.informaworld.com/smpp/content~content=a782759954~db=all~jumptype=rssoptimize collaboration
"The paper elaborately analyses various collaboration patterns betweendistributed partners with the corresponding evaluation metrics forcollaboration time and cost."
There are others like Affinova who have been using GAs to optimize solutions to marketing challenges...
Social Business transformation
Matching: algorithm X