Spotted via Pete Meyers and posted on Google+, it seems Google is testing showing paid results, i.e. Google Shopping results, product listing ads, directly in the Google Knowledge Graph carousel.
Here is a picture of the results showing up for Pete for a search on [laptops]:
Personally, I see the shopping results segmented off in a sponsored box on the right still:
Pete thinks this is a sign that the paid shopping carousel may be going live really soon. Well, that would not surprise me.
As you can see, the carousel results are indeed labeled "Sponsored" but those accustomed to the knowledge graph carousel might think otherwise because the knowledge graph is less about ads and more about knowledge. :)
Forum discussion at Google+.