We've seen Google Knowledge Graph ads before but those ads lead to local results and were more subtle.
Here is a picture of the ad format, click on it to see a full size screen:
So here Google is pushing down the main knowledge graph, sticking a Google Shopping paid result at the top and calling it "sponsored."
Here is what Aaron Wall, a pretty big Google critic, had to say about it:
so now Google moves some of the knowledge graph results down the page to throw a duplicate ad graph above it! pic.twitter.com/qOZorNZk5D— aaron wall (@aaronwall) March 5, 2014
Forum discussion at Twitter.