Rob over in our Search Engine Watch forums thread Google Maps + Reviews In Main Search Results and Philipp Lenssen reports that Google seems to have added a new Google Maps "OneBox" display for some results.
Philipp shows how a search on sf mortgage broker brings up a Google Maps like UI at the top of the results. In the past, it would have just brought up links to local results and not a full-fledged map.
The difference is huge for a search marketer because it displays only one result at the top, takes up a huge amount of screen real estate and it much more in your face the blue text links.
Postscript By Danny: Brad Geddes has a very nice write-up also illustrating what a big impact this can be for a local merchant: Google adds Maps to Main Search Results.