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a few reasons have been mentioned before, and I have my own ideas which unfortunately I am NOT too keen to share.
Rest assured its NOTHING to worry about.
(you do NOT think, they give all that Free traffic without doing some research, do you?)
Here's an example of when they had it switched on for "hotel". They track certain keywords sometimes, the reasons aren't clear.
I asked the very same question myself in one of the threads that Brett posted above, but still don't know. I don't think it relates to the particular search term though - as far as I could see at the time, it appeared to relate more to the user.