tedster - 3:14 am on Oct 31, 2010 (gmt 0)
I know of several large "big name" enterprises who had been relatively casual about their approach to Local Search. When their web teams saw the mentions and screenshots of these new hybrid SERPs last August, they began immediately to ensure that they had accurate Place pages set up for every location where they had a physical presence.
Even though the SERP is a hybrid of organic and a Google Place where it exists, having the red Place tag by your listing is too big an eye magnet to ignore.
Think of how many locations most enterprises have around the county or the world. Making sure that you have those Place pages accurately set up, with a clear description of exactly what you offer in that location will be a big deal going forward.