Last night Google added a new navigation bar link to the top menu named "Play."
This is for Google Play, a place Google sells content, games, music and more directly to consumers. As Danny said, this is the first time Google promoting its own content offerings on the top menu. They are also doing it as a line ad on their home page under the search box.
Google often messes around with navigation items in the top menu but this is a pretty big change. In fact, I do not remember Google ever labeling a new menu item with "new" in red in their menu. So that is pretty big also, especially since this is a content sale play.
Forum discussion at WebmasterWorld.