In the "Find businesses" bit on Google maps typing 'things to see' in the 'What' box and a location in the 'Where' box loads up a mix of Google and user-created content of interesting places in the specified location.
It's very useful. It will probably get even more useful when location-aware mobile web is chucked into the mix (see also Socialight and TagMaps).
It's also very Google and, along with other things like 'I'm feeling lucky' button, it is what makes the Google brand special. 'Things to see' adds in something magical and yet so functional.
Google has no brand guidelines (although I did find some principles in the pic above) and no silly, vapid slogan, it just gets on with the job and in places where there is no cost to functionality it is happy to be playful.
It does; it doesn't just say what it does. More of this from other brands please.
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