In mid-2013 Google began experimenting with a new feature in the search results that went live as in-depth articles in August of last year. Since then they have been experimenting with them to make them richer looking but here is a test to make them look watered down.
Moz spotted this and posted a picture on Google+.
In-Depth Articles Normally Look Like This:
In-Depth Articles Test Look:
Personally, I like it without all the richness and images but I am weird.
Forum discussion at Google+.