It looks even worse then TechCrunch thought. IRseek is going even further than just creating an archive of all conversations on IRC. They are planning on an Alert Service. You won't even have to go and look for conversation about your company in their archive. Instead, as soon as you get mentioned they will alert you.
I'm a little short on details since all I can see at the moment is a hint on their Sign-In page/tab. But that does make it pretty clear what they have planned. "Sign up for IRSeek alerts - coming soon" Their New User button was not responding when I tried it so I don't know what details may be hidden inside. If anyone gets more information, please enter a comment ( or email me with the contact form ) and let us know what you have found.