Whenever Google starts putting ads into those results that is, which may be a while but we all know is coming.
Suddenly localization of advertising isn’t dependant upon either local qualifiers (words like “boston” or “back bay” in the query), or IP-based detection.
Now GPS (or cell-tower triangulation) adds the qualifiers automatically. And the placement and utility of the app will cause searches an very local queries that people would have never done at their desks or even on laptops.
It will be interesting to see how this type of geo-targeted result gets priced, since local bidding competition will be low.