Google testing - "Searches related to...."

Hey Guys,

You must have read that Google is testing “Searches related to…” above adwords map.

See below
http://blog.searchenginewatch.com/101117-103351

Are these changes going to give benefits to Adword advertisers of Google or is this going to be useful for the businesses who are targeting Google’s organic listings for the potential customers?

What could be the possible intention of Google behind these changes?

Waiting for your comments,

Cheers,