Brinked what type of site are you in? This is exactly what we saw 2 weeks ago.
The only thing that really bugs me is multiple storefronts from the same company with the same products with different keywords ranking. That's the most egregious abuse of the guidelines going.
I also agree they are trying to get users to the right page. Our bounce rate was always high. We are in a business which often requires multiple bids. Our traffic is about the same this past week but the bounce rate is down 10-15% in google alone. Visit time is way up.
There's a lot going on clearly.