Looks like there's more to the Google Maps social network. You now have the ability to add your own content to Google Maps.
There's a new maps creation tool to make a map of your own recommended places, or for your favorite restaurants. Custom options such as these appear to be an extension of new features for Google Maps, like custom icons, that were released a few weeks ago. These maps can be created for any purpose you see fit, and will be incorporated into the Google Maps directory for other users to find.