I'm seeing them as well. A couple observations. The other businesses that it lists on the 3-pack for me are all businesses that I have physically been to in the past.
If you click through to the local finder it changes the wording slightly.
The other thing is that I only see these association when I am logged into my Google account that is the one I use for Google Maps. So it is basing the label on places that it thinks I am familiar with, based on visiting them while logged into that account.
Seems like the same thing I wrote about in the LocalU article Joy linked to.
I got this to work last night in the Google Maps mobile app. However, I got something slightly different, I got snippets that made "similar to" judgments about Mexican restaurants near me based on other Mexican restaurants I have visited.
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