Google SERP Now Displaying Points of Interest

While searching for competitor activity for a client this morning, I discovered a new display of "points of interest" on Google.com.  Today's observations confirm points of interest icons showing for searches on "things to to in nyc".  (Note, I observed similar icons on a search for "things to do in london" on google.co.uk.)

The icons at the top of the SERP include major New York City attractions in a sliding "strip", and a click on the Rockefeller Center icon produces a SERP with "rockefeller center" in the search box.   The "strip" of icons remains intact, and a click on each icon changes the corresponding search results below.

My initial thought was that the icons add visual interest and create a very engaging user experience.  My second thought was "how long before Google makes these paid ads?".  Will advertisers soon have the option to pay for their icon "placement" in the strip, or is this going to be a pure SEO play, and if so, how will the order of placement be determined?  

See for yourself:

Google Points of Interest

 Google Points of Interest Icon Selection

The icons are clearly coming from Google Maps and Google+ page (formerly Google Places), which essentially makes this a new spin on Google "local" search.  Note the similarity in "strip" icons in 2nd screenshot above and those in the "people also searched for" below: