From Googles own press release when they acquired AS it was touted as a means to deliver better placed adwords. A natural extension of this would be to use the AS information already gathered for adwords and apply it to preformatted data in general searches. IMHO this is the Florida we know... the first tests of this. It is not really a filter as we would have known it before Florida. I do think Google has intentions of improving results...but really time spent on why is probably not well spent effort. For sites not affected by Florida yet, wait for next update.