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I'm dumb... should have looked harder:
I was reading the thread about the test of four premium listings at the top and the thread about movements in the organic serps so I went to do some checking on my target keywords.
I'm seeing now up to 35 adword ads on the right when my searching preferences are set to return 50 natural results! I can see this returned regularly on terms with many advertisers.
People in Vegas accused me of consuming too much alcohol and s'wares when I had spotted this.
I can confirm that there was a 48+ hour window when this was being tested on major consumer terms during pubcon.