A few sites that are out there as an experiment to EMD that i closely observe :
1. Site A . EMD masquerading as a specific location based business icon. It is NOT a REAL business. It is NOT the business icon. Site was built for EMD ranking benefit to service the community around it. It moved backwards in Penguin. It shows up No1 for keyword [ without spaces ], but not separate words keyword+space+keyword+space+keyword.
The site has 5 pages, 1 of unique content and linked to by a community. I would consider it "shallow".
My take on this experiment is that Google quality algo likely wants something to validate the authority of the site:
A. A validated business location address and/or reference
B. A valid link/s or association by links or brand to say "Yes" this is an authority on that keyword.
C. Something to say it is a valid separate identity from the official identity.
2. Site B . EMD of it's own identity. Stayed put - ranks for nothing else as nothing used to support it. It's not trying to rank for anything except it's own identity. No need to validate it's identity.
3. Site C . I am seeing link supported supported EMD directories holding, such as locationservicewidgets.com
Not sure if that helps, but thought I'd throw it out there to try and draw on specific consensus.