Google Places Ads: Preferred Google Vendors?

A WebmasterWorld thread points out something that appears somewhat new, Google ads that have google.com destination URLs that read preferred-vendors.google.ca.

Here is a picture:

Here is a full size picture, feel free to click on it to see it larger:

Now, what is this about? Are these ads specifically for Google AdWords Express? I.e. the new ads that lead searchers from Google search ads to Google Place results?

If so, is it fair to label the ads as leading to Google Preferred Vendors?

If not, then what are these Google Preferred Vendors?

Any ideas what this is about?

Forum discussion at WebmasterWorld.

Note: This story was written earlier this week and scheduled to be published today.