Google announced last night they are launching a new Google+ knowledge graph box which expands the Google+ details on a brand search and shows the app activity within a certain Google+ Sign-In app activities.
If the site is integrated with Google+ Sign-In app activities, Google may show the popular and aggregate user activity directly below the Google+ box at the top right of the search box.
Here is an example of user activity with the SoundCloud search:
Google says "searching for Fandango, for example, will show the top movies among Google users. And when you click on a movie, you’ll go directly to its page on Fandango."
Now, I can see how this can not be a good thing in competitive cases but honestly, I doubt this feature will last long in the search results.
This is launching for a limited number of brands only in English Google US desktop searches.