I now have some answers from Google:
It seems that they've been doing this for a while, on limited search results. Another example is Fido Dido, which seems to work on any variety of Google, but is a low volume search term. They've been experimenting to see how it looks, how it works in terms of response etc.
Another way of doing a low volume test is using a common word (e.g. laptop) but in restricted way - for example users from Denmark searching on google.co.uk - see the screen grabs below.
They say that this is similar to what they're doing with the 'One Box' - non-web search results at the top of the page. An example of this is to search on 'King Kong', which, if you are logged into Google local with your postcode will give you film results at the top.
I'm guessing that they're at the data gathering stage on this, and that it will be fully integrated - perhaps with options to turn it off - later this year.
Update - it also works on UK Map
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