Number of results by Google

[Rupert]

Just trying to get a handle on the number of results G shows in the serps.  My impression is that the number of 7 results is increasing, as the top real estate is taken over by ads, images and other google centric real estate
The best document I can find on it is 18 months old:
http://moz.com/blog/secrets-of-the-7-result-serp

And my feeling is that it is extending.  One surprise I had was a serp that changed over night recently.  It was a minor brand or rather "Company Name" more than a brand. I did wonder if it is likely to stick at 7 now or if it could move back to 10. I looked back to my own site name, and was surprised to discover it has only 7 results too. Bearing in mind I have a penalty, they are clearly doing this for anyone now.

It makes a difference as to the number of competitors on the first page, meaning they have to pay to play (This can be done in the UK, I believe it is banned in the US, bidding on someone elses name)

Anyone got experience of this?  Is there a key to influencing it?